Levi’s and the struggling town of Braddock, Pennsylvania are working together to help one another out. Braddock needs economic relief that the brand is helping to provide, and Levi’s needs to show they understand the needs of real Americans and that they have new products to answer those needs.
The campaign, created in partnership with Wieden+Kennedy, kicks off this July 4th. Shot on location in Braddock, the campaign features a dozen residents of diverse backgrounds dressed in Levi’s Work Wear Collection for fall.
“This campaign is unlike any other that Wieden+Kennedy has created,” said Susan Hoffman, Executive Creative Director of W+K. “We did not want Braddock to be merely a backdrop in our advertising. We saw this as an opportunity for W+K and Levi’s to participate in the amazing movement that Mayor John has created.”
“We wanted to engage consumers in a conversation about real work,” said Doug Sweeny, vice president for Levi’s brand marketing for the Americas at Levi Strauss in San Francisco.
“The apparel category can be about posing, about being somebody you’re not,” he added, whereas the Levi’s brand promise is that “you always feel your true, authentic self when you put on a pair of Levi’s jeans.”
[via New York Times and PR Newswire (even though, at times, W+K does feed AdPulp directly)]
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Really love this idea from Levi’s. As a Pittsburgher it’s especially cool to follow this campaign and see how one of our neighborhoods is being presented to the rest of the country.