Levi's: Ready to Work
Braddock, PA serves as muse for Levi's latest.
Published on Jun 28, 2010
Editor's Pick
Wieden + Kennedy Portland captures the plight of hardworking frontiersmen and women from Braddock, PA, for the Go Forth Ready to Work campaign, promoting Levi's workwear line.
The town has undergone severe financial distress in the past few decades, and its mayor, John Fetterman has received national attention for his attempts to steer it to recovery with the help of artists, craftsmen, musicians and business owners. As part of the campaign, Levi's will donate more than a million dollars over two years to help refurbish the Braddock community center and support the town's urban farming program.
For the campaign's various executions, W+K teamed with Skunk-repped director John Hillcoat, best known for his films The Road and The Proposition, to document the real working citizens of Braddock in a TV spot and a short film series. The town's residents also take the place of models in print and outdoor components, shot by Melodie McDaniel.
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About
Credits
- Date
- Jun 28, 2010
- Agency:
- Wieden + Kennedy Portland
- Client:
- Levi's
- Creative Director:
- Tyler Whisnand
- Creative Director:
- Danielle Flagg
- Creative Director:
- Don Shelford
- Copywriter:
- Nathan Goldberg
- Copywriter:
- Anthony Goldstein
- Art Director:
- Julia Blackburn
- Art Director:
- Mike Giepert
- Producer:
- Sarah Shapiro
- Producer:
- Juliana Montgomery
- Executive Creative Director:
- Mark Fitzloff
- Executive Creative Director:
- Susan Hoffman
- Agency Executive Producer:
- Ben Grylewicz
- Production Company:
- Skunk
- Director:
- John Hillcoat
- Executive Producer:
- Shelly Townsend
- Executive Producer:
- Matt Factor
- Line Producer:
- Phillip Sheridan
- Director of Photography:
- Harris Savides
- Editorial Company:
- Joint
- Editor:
- Tommy Harden
- Post Producer:
- Shelli Jury
- Post Executive Producer:
- Patty Brebner
- VFX Company:
- The Mill
- Smoke Visual FX Artist:
- Tristian Wake
- Flame Artist:
- Tristian Wake
- VFX Producer:
- Jared Yeater
- Titles/Graphics:
- W+K Studio
- Music and Sound Design Company:
- Stimmung
- Composer:
- Richard Wagner
- Music Arranger:
- Robert Miller
- Sound Designer:
- Gus Koven
- Song:
- Vorspiel
- Producer:
- Joey Reyes
- Mix Company:
- Sound Lounge
- Mixer:
- Philip Loeb
- Producer (Mix):
- Heath Raymond
