Levi`s: READY TO WORK by Wieden + Kennedy Portland for Levi`s

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Industry Apparel, Clothing & Footwear, Jeans
Media Promo & PR, Case study
Market United States
Agency Wieden + Kennedy Portland
Director John Hillcoat
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Don Shelford, Tyler Whisnand, Danielle Flagg Tbwa\media Arts Lab
Art Director Julia Blackburn, Mike Giepert
Copywriter Antony Goldstein, Nathan Goldberg
Producer Sarah Shapiro
Account Supervisor Tamera Geddes, Jessie Young
Editor Tommy Harden
Released June 2011

Awards

Cannes Lions 2011
Titanium and Integrated Lions - Silver

Credits & Description

Type of Entry: Titanium and Integrated
Title: READY TO WORK
Advertiser/Client: LEVI STRAUSS & CO.
Product/Service: LEVI'S WORKWEAR
Entrant Company: WIEDEN+KENNEDY Portland, USA
Advertising Agency: WIEDEN+KENNEDY Portland, USA
Director: John Hillcoat (SKUNK)
Executive Creative Director: Mark Fitzloff (Wieden + Kennedy)
Executive Creative Director: Susan Hoffman (Wieden + Kennedy)
Creative Director: Tyler Whisnand (Wieden + Kennedy)
Creative Director: Danielle Flagg (Wieden + Kennedy)
Creative Director: Don Shelford (Wieden + Kennedy)
Art Director: Julia Blackburn (Wieden + Kennedy)
Art Director: Mike Giepert (Wieden + Kennedy)
Copywriter: Antony Goldstein (Wieden + Kennedy)
Copywriter: Nathan Goldberg (Wieden + Kennedy)
Account Director: Andrew Schafer (Wieden + Kennedy)
Account Supervisor: Tamera Geddes (Wieden + Kennedy)
Account Supervisor: Jessie Young (Wieden + Kennedy)
Agency Executive Producer: Ben Grylewicz (Wieden + Kennedy)
Producer: Sarah Shapiro (Wieden + Kennedy)
Executive Producers: Shelly Townsend & Matt Factor (SKUNK)
Editor: Tommy Harden (Joint)
Post Executive Producer: Patty Brebner (Joint)
Director of Photography: Harris Savides (SKUNK)
Sound Designer: Gus Koven (Stimmung)
Describe the campaign/entry:
The 2010 Levi's "Go Forth" campaign was designed to launch Levi's new "Workwear" range of clothing in a way that got the core target – young adult men – thinking and motivated about what "work" meant in America during a time of deep economic recession. Levi's is America's original "workwear" brand, born in the west coast goldfields during the 1850s. These hardscrabble pioneering origins remain an integral part of who Levi's are today, so it was vital that the campaign offered a risk-taking, forward-looking perspective on how, in a time of recession, the only thing for young adults to do is get to work and re-build America as they would see it.
Give some idea of how successful this campaign/entry was with both client and consumer:
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. In particular, 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.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The Levi's "Ready to Work" Go Forth campaign brings the pioneering rebuilding efforts of the citizens of Braddock, PA to life. Braddock, once a prosperous steel town, is now run-down and a mere shadow of its former, bustling self. Recognizing a kindred pioneering spirit in Braddock's Mayor, John Fetterman, and its citizens, Levi's rolled up its sleeves and helped rebuild the community center and the town's urban community farm project. The campaign, utilizing TV advertisements, documentary programming, print, OOH and digital communications, features the citizens of Braddock going about their rebuilding efforts – and by showcasing their integrity, ambition, optimism and sheer audacity we are able to feel that no matter who we are or where we live, there are frontiers everywhere for us to embrace in order to make the world better.

The Promo / PR Ad titled Levi`s: READY TO WORK was done by Wieden + Kennedy Portland advertising agency for product: Levis (brand: Levi`s) in United States. It was released in Jun 2011.