Thursday, July 15, 2010

The Levi’s® Brand Brings Their Pioneering Spirit To Life In Hispanic Reality TV Series, “Norte A Sur: Una Ruta, 5 Experiencias”

10-Episode TV Journey Produced by Discovery en Español will Air this Fall Encouraging Consumer Co-Creation through an Interactive Website

SAN FRANCISCO (July 15, 2010) – Today the Levi’s® brand kicks off production of an iconic journey of five young American Latinos traveling along the Pan-American Highway to discover more about themselves and their roots. The modern day travelers will engage in projects and the ‘real work’ in each community along their ten city route through North and South America. The travelers’ adventure from Alaska to Argentina will be captured by Discovery en Español on its upcoming series “Norte a Sur: Una Ruta, 5 Experiencias” (North to South: One Route, 5 Experiences), which will follow their adventures every step of the way. Also starting today, the journey’s new interactive website will share the experience and engage consumers.

The Levi’s® brand has been driven by a pioneering spirit for more than 150 years. Last year, Levi’s® Go Forth™ campaign laid out a challenge for consumers to embrace this spirit and chart their own future. This fall, the Levi’s® brand invites its Latino consumers to ‘Go Forth’ via the lens of the “Norte a Sur: Una Ruta, 5 Experiencias” TV journey and online platform, where travelers will cross boundaries to learn from their Latino heritage, to shape and enrich their identities and be inspired by local pioneers (or pioneros) who are doing ‘real work.’ Levi’s® new Work Wear collection for fall will be an organic part of the Norte a Sur program.

Capitalizing on Latinos online, Norte a Sur will feature a robust online community website where fans can get to know and interact with the five travelers who will be updating their profiles with photos, videos, and blog entries about their

experiences on the journey. Travelers’ posts and comments, images and video uploads from their journey will be organized by episode on All content can be viewed and commented on, relative to their location during their journey as the show airs. The website acts as an aggregator of submitted content and distributes this content out to the traveler’s social networks. Users will be able to connect their own Facebook and Twitter profiles to and any comments or ‘Likes’ are sent to the users’ Facebook and/or Twitter profiles. Travelers will be constantly providing updates throughout their journey with the use of an iPhone application that allows them to share their experiences in real time. The campaign also includes a robust media buy plan, including social, digital, influencer and traditional media.

“We’re very excited to bring the pioneering spirit of the Levi’s® brand and our new Work Wear collection to life through the TV journey Norte a Sur,” said Doug Sweeny, VP, Levi’s® Brand Marketing. “Levi’s has been working to expand its messaging to reach a more broad community which we know includes a large Hispanic community of bilingual and bicultural Americans.”

The show was conceptualized by Dieste, Levi’s® Hispanic advertising partner and is bolstered by the brand’s pioneering spirit and Go Forth™ rallying cry. Levi’s® will explore how a new generation of American Latinos are rolling up their sleeves to make real change happen. The Levi’s® brand will inspire Norte a Sur’s travelers to embrace and build on three key pillars, style/fashion, art/design and music.

“Hispanics in the U.S. have always been explorers, creators, challengers, tearers-down and builders-up,” said Aldo Quevedo, President of Dieste, Inc. “And like every generation of American youth, they are questioning the ‘what is’ and are looking for the ‘why’ and the ‘what should be.’ Now more than ever, their past, the past of their parents and their parent’s parents is informing, shaping and enriching their identities and their futures.”

The Levis® brand-powered Norte a Sur invites young Latinos to cross boundaries, to learn from the past and to invent the future as the New Latino pioneros. The journey will be captured as part of Discovery en Español’s series “Norte a Sur: Una Ruta, 5 Experiencias,” which will air as ten thirty-minute episodes this fall. Production starts this week in Alaska and the journey will include visits to ten locations along the Pan-American Highway ending in Argentina.

“We are thrilled to be part of this innovative project that seeks to highlight the ideals of U.S. Hispanics everywhere. Discovery en Español prides itself in bringing the best programming to Hispanic viewers that will inspire and empower them. The jet fuel that powers this series is an optimistic view of the future and the difference Hispanic youth can make, all themes are at the core of our network’s philosophy,” said Luis Silberwasser, SVP and General Manager, Discovery Networks U.S. Hispanic Group.

Hispanic marketing experts Dieste, Inc developed the program as a new and relevant way to reach young Latinos today and worked closely with Discovery en Español to produce and bring the television reality series to life. Edelman Multicultural has been engaged to drive the public relations for the various phases of the campaign.

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit

Dieste, an Omnicom Group agency, is the industry leading U.S. Hispanic marketing communications agency and the largest direct marketing organization among U.S. Hispanic agencies. With its proprietary approach to consumer interception, Dieste delivers discipline-agnostic solutions to world class brands including best practices in direct marketing, interactive communications, mass and social media, outdoor and live marketing. Dieste is comprised of a full-service agency in Dallas, with service offices located in New York and California. Dieste is the only U.S. Hispanic agency named three times “Multicultural Agency of the Year” by the publishers of industry trade publication Advertising Age.

Discovery en Español is the Spanish-language voice of Discovery. It is the premiere network dedicated to offering the finest in quality programming in the areas of science and technology, world culture and history, nature and wildlife as well as real-life drama. The network creates an indelibly enriching experience by collecting the best of what Discovery’s networks have to offer in combination with its own original Spanish-language content. Created by the world’s most trusted media brand, Discovery en Español translates not just the words, but the feeling of Discovery, educating and engaging audiences nationwide with fascinating glimpses into the incredible world they inhabit. For more information, visit

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