Piggy-backing on its new, blue collar-themed ad campaign, Levi’s is launching its very own reality show. The 10-week series is slated to air on the Discovery channel en Español, and it’s what AdAge is calling “Levi’s biggest effort yet in the Hispanic market.” Called “Norte a Sur: Una Ruta, 5 Experiencias” (“North to South: One Route, 5 Experiences“), the show will follow a cast of five Levi’s-clad stars as they stop in 10 different cities and help out with local art projects. “Although the TV series won’t air until late September, the Levi’s-branded website (www.norteasur5enruta.com) went live this week, and the five travelers, armed with iPhones, are posting updates to the site and their own Facebook pages throughout their journeys to seed growth and build a community of fans before the show’s debut,” adds AdAge.
The endeavor is all part of a marketing campaign called “Go Forth” (courtesy of ad agency Wieden+Kennedy) that’s attached to Levi’s latest line, Work Wear. The campaign also includes a video series being shot by director Aaron Rose (of Beautiful Losers fame) in America’s poorest town, Braddock, Pennsylvania. The first episode of the series can be seen here. The project will also include a feature-length documentary slated for release via IFC. Given all of the emphasis brands (including Gucci and Louis Vuitton) are putting on heritage, this is an especially interesting approach.