The Lux List / Collectibles

Levi’s Brand Buries $100,000 Somewhere in America

Levi’s “Go Forth” campaign is sending denim lovers and treasure seekers alike on a nationwide scavenger hunt with a grand prize of $100,000. The game’s narrative revolves around a character named Grayson Ozias IV who has left wax cylinder voice recordings hidden across America. The challenge for players is to find these recordings and, ultimately, […]

Oct 19, 2009 | By Francesca

Levi’s “Go Forth” campaign is sending denim lovers and treasure seekers alike on a nationwide scavenger hunt with a grand prize of $100,000.

The game’s narrative revolves around a character named Grayson Ozias IV who has left wax cylinder voice recordings hidden across America.

The challenge for players is to find these recordings and, ultimately, the $100,000 fortune Ozias buried.

“The question we asked ourselves was ‘how do we bring the spirit of Go Forth to life out there in the world?

How do we bring the unique history and rich legacy of the Levi’s® brand to life in a fun and compelling way?

The story of Grayson Ozias’s lost fortune seemed like a mystery just waiting to be solved,” says Doug Sweeny, Vice President of Levi’s Brand Marketing.

Grayson Ozias IV is a fictional character based on the Levi’s brand’s pioneering and innovative spirit that disappeared into the wilderness, after hiding his considerable fortune.

Grayson Ozias IV was a friend of Levi Strauss’s nephew Nathan, so the story goes, who recorded newly discovered details about Grayson’s journey that hint at the final hiding place of his fortune.

These newly discovered recordings and the story they tell will lead participants on a new adventure of discovery.

The Levi’s brand is not only awarding the Grayson Ozias IV challenge winner with $100,000, the participants of the challenge will be given the opportunity to nominate and vote for a U.S.-based non-profit organization to receive an additional $100,000 gift from the blue-jean-inventing icon.

Sweeny adds, “This is the legacy of Levi Strauss who himself donated a robust portion of his first earnings to a local orphanage that the company still supports today. This began the company’s tradition of sharing its prosperity with the community.”

You have until November 14 to register for the competition. Check the site for more details. Happy hunting!


 
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