To round out the Go Forth campaign, Levis needed an interactive component. So we tapped into the explorer of all explorers, Ernest Shakleton, and came up with a call for people to go forth in their own lives.

The site started out with a wiki that gave everyone the chance to edit Declaration of Independence with their own opinions and ideas about what American should be. It then called on people to participate in creating this vision by going on their own expeditions, and sharing the result. Thousands of people participated.

Levis | New Declaration

Levis | New Declaration

It launched on Independence Day with a full page ad in the NY Times, calling on people to participate in editing and creating a new Declaration of Independence for our times.

Levis | NY Times

We sent letters to influential people, encouraging them to participate.

Levis | New Declaration Letter