Levis, which still clings to its âGo forthâ cry, is set to release a more authentic and clever campaign which reflects the new social scenario and endeavors of the American workers. The campaign stresses on the revitalization of the new generation of the real workers.
The muse for Leviâs new campaign is Braddock, a town embodying the demise of the blue collar base that is taking radical steps to reverse its decay, says the press release. Leviâs brand is funding the refurbishment of Braddockâs community center, a focal point of the town and their youth-based programming.
Shot on location in Braddock, the campaign features a dozen residents of diverse backgrounds dressed in Leviâs Work Wear Collection for fall.
CREDITS
Advertising Agency: Wieden+Kennedy, Portland, USA
Executive Creative Directors: Mark FItzloff / Susan Hoffman
Creative Director: Tyler Whisnand, Danielle Flagg, Don Shelford
Copywriter: Nathan Goldberg, Antony Goldstein
Art Director: Julia Blackburn, Mike Giepert
Typographer + Typeface: Steve Denekas
Studio Artists: Lis Moran, Steve Denekas, Christina Piluso, Ken Berg, Karen Koch
Account Team: Andrew Schafer, Tamera Geddes, Jessie Young
Project Manager: Jane Monaghan
Art Buyer: Natalie Flemming
Photographer: Melodie McDaniel
Re-toucher: Kyle Pero, Amy Corcoran
Via: I believe in advertising
