Levi`s Film READY TO WORK by Wieden + Kennedy Portland

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READY TO WORK

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Industry Clothing
Media Film
Market United States
Agency Wieden + Kennedy Portland
Director Aaron Rose
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 Jon Barlow
Account Supervisor Tamera Geddes, Jessie Young
Editor Lenny Messina
Production Don't Act Big
Released September 2010

Credits & Description

Category: Other Screens
Advertiser: LEVI STRAUSS & CO.
Product/Service: LEVI'S WORKWEAR
Agency: WIEDEN+KENNEDY
Production Company: DON'T ACT BIG, Portland, USA
Date of First Appearance: Sep 12 2010
Executive Creative Director: Mark Fitzloff/Susan Hoffman
Creative Director: Tyler Whisnand/Danielle Flagg/Don Shelford
Copywriter: Antony Goldstein/Nathan Goldberg
Art Director: Julia Blackburn/Mike Giepert
Agency Producer: Ben Grylewicz
Account Supervisor: Tamera Geddes/Jessie Young
Advertiser's Supervisor: Doug Sweeny
Producer: Jon Barlow
Director: Aaron Rose
Editor: Lenny Messina
Music: Money Mark
Account Manager: Andrew Schafer
Planner: Andy Lindblade
Director Of Photography: Tobin Yelland/Autmun Durald
Other Credits: Executive Producers: Bill Davenport/Emily Fincher

English Description
In 2010, the Levi’s brand began a collaboration in Braddock, Pennsylvania, a broken town struggling to reinvent itself. As part of this collaboration, the Levi’s brand invested in Braddock's community center, public library, and urban farm. The result is a campaign that tells the story of the people of Braddock.

Attendant to the advertising campaigns for Levi’s Work Wear collection, we produced a 60-minute documentary that aired on IFC/Sundance Channel and an eleven-episode series of digital shorts that populated the Levis.com and other websites. The documentary & series focused on a cross-section of Braddock residents – both natives and new arrivals - and their efforts, led by Mayor John Fetterman, to resuscitate their failing community.