The Levi Strauss Ready to Work campaign, launched in 2010, has been awarded a Silver Integrated Lion at Cannes International Festival of Creativity. The Ready to Work campaign was developed as a part of the 2010 Levi’s Go Forth campaign, promoting Levi’s new Workwear range of clothing to a core target of young adult men. “Ready to Work” focused on the pioneering rebuilding efforts of the citizens of Braddock, Pennsylvania. Braddock, once a prosperous steel town, had become run-down and a mere shadow of its former, bustling self. Levi Strauss worked worked with Braddock mayor John Fetterman and citizens of Braddock to help rebuild the community center and the town’s urban community farm project.
The associated campaign used TV advertisements, YouTube channel, documentary programming, print, OOH and digital communications. As soon as the campaign launched, Levi’s and Braddock became part of the national dialog about work and the symbolic, contentious decline of many American towns in the midst of a massive recession. The campaign sparked a vigorous conversation about the nature of work and the belief that it’s always possible to rebuild and pioneer forward. This in turn helped propel the brand, both inside the company amongst the target audience, and the Levi’s business in 2010.
Click on the image below to play We Are All Workers in YouTube (HD)
Click on the image below to play To Work clip in YouTube (HD)
Episode 1: We Are All Workers: The Seeds of Change. Click on the image below to play the video in YouTube (HD)
The Mayor of Braddock, PA is a 6’8″, tattooed Ivy League graduate who has taken the challenges in this former steel town and made it his mission to overcome them. His commitment and tough brand of optimism may be the town’s best hope for bringing a new generation of pioneers to Braddock. Brought to you by Levi’s in partnership with IFC and Sundance Channel. Click on the image below to play Episode 2: The Mayor in YouTube (HD)
As a new wave of urban pioneers settle in Braddock, PA, the longtime residents lend perspective, character and enduring passion to the transforming landscape. While both generations share a desire for renewed prosperity and a commitment to their work, their outlooks on Braddock’s future differ dramatically. Click on the image below to play Episode 3: Old Timers in YouTube (HD)
Repurposed and reinvented, Braddock’s UnSmoke Artspace is now home to urban pioneers working towards remaking the local identity through art. Though they have differing visions for Braddock’s cultural renewal, the artists of UnSmoke share a common appreciation for the local spirit. Click on the image below to play Episode 4: Unsmoke Artspace in YouTube (HD)
The workers of Bell’s Market have been proudly serving the local community for over 43 years through prosperous times and lean. Dedicated to the residents of Braddock, and committed to supporting the community that supports them back, Bell’s Market shows the power of local business to overcome urban decline. Click on the image below to play Episode 5: Bell’s Market in YouTube (HD)
With the support of Braddock’s community leaders, Robert was able to give up hustling on the streets and become a strong father to his two children. His story of transformation and hard work shows how a new generation of residents is working towards a better future for themselves and for Braddock Click on the image below to play Episode 6: Robert in YouTube (HD)
As an urban farmer, Marshall envisions Braddock’s empty lots as opportunities to create a stronger, healthier community. Amidst the closed steel mills and abandoned homes, the Urban Farm brings affordable, organic produce that’s “as local as you can get” to the dinner tables of Braddock’s homes. Click on the image below to play Episode 7: Urban Farm in YouTube (HD)
Longtime residents of Braddock demonstrate how small acts of caring and an investment in the future can redefine a community. Click on the image below to play Episode 8: The Locals in YouTube (HD)
Doug and Jack may come from different walks of life, but both men are building their Braddock homes brick by brick. Taking pride in their work, and advantage of the opportunities on the new frontier, Doug and Jack share in the belief that anything is possible when you set your mind to it. Click on the image below to play Episode 9: Doug and Jack in YouTube (HD)
A cornerstone of the community, the Braddock Carnegie library has become a symbol of the town’s resilience. After narrowly avoiding destruction, the roofless library was purchased by Braddock’s Field Historical Society for just a dollar. Today, through community renewal efforts, the library has a future. Click on the image below to play Episode 10: The Library in YouTube (HD)
The people of Braddock are unified by hope for renewed prosperity as they work to become a community again. The town’s locals and newcomers alike share in optimism for the future, desire for change, and the collective willingness to roll up their sleeves and take on the new work. Click on the image below to play Episode 11: in YouTube (HD)
Levi’s® Workshops invite you to roll up your sleeves, get your hands dirty, and get down to work. Join us at the print shop located at 580 Valencia St in San Francisco and look for more Workshops coming to cities across the country. Click on the image below to play the Levi’s Workshops: Printmaking video in YouTube (HD)
The Ready to Work campaign was developed at Wieden+Kennedy, Portland, by executive creative directors Mark Fitzloff and Susan Hoffman, creative directors Tyler Whisnand, Danielle Flagg and Don Shelford, art directors Julia Blackburn and Mike Giepert, copywriters Antony Goldstein and Nathan Goldberg, account director Andrew Schafer, account supervisors Tamera Geddes and Jessie Young, executive producer Ben Grylewicz, agency producer Sarah Shapiro.
The print campaign was developed by typographer/typeface artist Steve Denekas, studio artists Lis Moran, Steve Denekas, Christina Piluso, Ken Berg, Karen Koch, art buyer/project manager Jane Monaghan and Natalie Flemming, photographer Melodie McDaniel and retouchers Kyle Pero and Amy Corcoran.