Levi’s Go Forth ‘Ready to Work,’ a new integrated campaign including TV, print, OOH, a film series and more, is launching this month supporting the Levi’s Work Wear Collection.

With the goal of promoting a line of work wear clothing (501 jeans, denim trucker jackets and work shirts) that harkens back to the brand’s 150-year heritage, we’d gone in search of places and people that expressed the idea of work on a new frontier—that were repurposing America’s past to build a more equitable future.

Levi’s search for new frontiers and pioneers led us to Braddock and its inspiring young mayor, John Fetterman: who has a degree in public policy from Harvard and Braddock’s zip code tattooed on his arm. Working with Mayor John, we decided to produce their entire new Go Forth marketing campaign in Braddock. The campaign features Braddock’s citizens, the real people doing real work in Braddock.