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Levi's
Ready to Work
June 28, 2010
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.
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 ...
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Ian N.
Feb. 7 2012
Wow phenomenal broadcast ads. Had shivers when I watched the first ad. The picture of the father and the son coupled with the message the ad carries is also very inspiring. Great work.
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Anthony C.
Nov. 27 2010
These new ads touch a deep place with their story of genuine challenge and the hope of rebirth. The kid's voice as the narrator is perfect. This work really resonates in the Great Recession.
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frankdelfino
Aug. 24 2010
Towns like Braddock wouldn't have so many problems if companies like Levi Strauss quit shipping manufacturing jobs to China.
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