LEVI’S

Norte a Sur

Levi’s wanted “Go Forth” to connect with U.S. bicultural Latinos in a way that felt earned, not advertised. The answer wasn’t another spot. It was a long-form journey people could actually follow.

Norte a Sur: Una Ruta, 5 Experiencias became the first ever branded 10-episode docu-reality series on Discovery en Español, following five young American Latinos traveling the Pan-American route from Anchorage, Alaska to Ushuaia, Argentina.

The story kept moving off-air through a live second-screen ecosystem: an interactive hub and Facebook fan page that hosted episodes, ran weekly contests, and let fans engage directly with the cast while showcasing the Levi’s pieces worn on the road — with Work Wear and Curve ID integrated organically into the journey.

The journey was built around real stops and real work. In each city the cast met local pioneers and took on challenges tied to the place — from learning Alutiiq heritage by carving traditional masks in Anchorage, to organizing a charity concert with Del Castillo in Austin, to joining chef Gaston Acurio to feed communities in Lima.

To close the season, we created an “11th episode” — a live fan event in Dallas where a $10,000 grant went to a local nonprofit chosen by the audience through social voting throughout the series.