Levi's: OPioneers! - Go Forth campaign

Advertising All-Star #2: Levi Strauss & Co.

Customers who visit levi.com/goforth are initiated into the historic tale of Grayson Ozias, IV, a close friend of Nathan Strauss (nephew of Levi Strauss) who "disappeared in the American Wildnerness in the fall of 1896 with a fortune that we've determined was worth $100,000 in today's currency."

http://www.examiner.com/x-19776-SF-Advertising-Examiner~y2009m10d27-Advertising-AllStar-2-Levi-Strauss--Co

http://goforth.levi.com/fortune