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.

A black circular object with a beige star-like pattern in the center, mounted on a beige wall, with Discovery logo partially visible at the bottom.

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.

Group of people sleeping on the floor at an airport, surrounded by backpacks and luggage.
A street scene with a man dressed in indigenous attire with a feathered headdress, talking to a young man in casual clothing. Several people and a photographer are observing, with portable toilets and market stalls in the background.

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.

Screenshot of an IMDb webpage showing a list of episodes from the series 'Norte a sur: Una ruta, 5 experiencias.' Episode 1 titled 'Alaska' aired on Saturday, September 25, 2010. The description mentions five young American Latinos arriving in Alaska and meeting for the first time, with a Native American craftsman helping them find ways to work together while displaying their talents.

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.

Audience watching a presentation on a large screen in a dimly lit room for Norte Sur experiences.
People planting a garden outdoors, with children and adults working together, surrounded by gardening tools and supplies.
Screenshot of a Facebook profile page featuring a cover photo of a sunset over mountains and water, with a row of smaller photos below showing people, a dog, and outdoor activities. The profile appears to be related to a travel or experience blog.
A black and white photo of a young man with long hair, wearing a jacket and jewelry, standing next to an armchair. The image has text overlay promoting community involvement and voting, with the Levi's logo in the top left corner.
Group of children and an adult cleaning up trash outdoors, with a large bag of collected garbage in the foreground.

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.