Levi Strauss & Co. dropped Wieden+Kennedy as its advertising agency after five years.
A statement from both companies called the split "mutual," but people familiar with the business said that differences over creative direction were at the core.
The Levi's "Go Forth" campaign introduced a message of optimism to a U.S. (and the wider world) going through tough times. The campaign featured photography from Ryan McGinley and a spot that used an original recording of Walt Whitman reading lines from his 1888 poem "America." In 2010, Levi's continued the "Go Forth" message with this campaign centered on the financially strapped town of Braddock, Pa. Wieden & Kennedy worked with director John Hillcoat ("The Road") to document the town's struggles. As part of the campaign, Levi's donated more than a million dollars to help rebuild the community.
Read more at Advertising Age.