Levis - Go Forth Ready to Work

Levi’s keeps the results of their efforts authentic with their latest push, the Go Forth Ready to Work campaign. Developed to promote their new workwear line and driven by a pioneering spirit, Levi’s uses highly inspirational visuals highlighting a nostalgic side of America seldom seen these days. With the Go Forth Ready to Work campaign, Levi’s embarks on a compelling journey about the working class people of Braddock, PA and the decline of an American town.

Situated just outside of Pittsburgh, PA, Braddock has been shaken by severe financial misfortunes over the past few decades. It’s mayor, John Fetterman, has received national attention for going above and beyond the call of duty to save his beloved town with the help of artists, craftsmen, musicians and business owners.  As part of the Go Forth Ready to Work campaign, Levi’s will donate more than a million dollars over the next two years to help refurbish the Braddock community center and support the town’s urban farming program.

To bring the campaign together, Levi’s teamed up with Skunk-repped director John Hillcoat, well known for his films ‘The Road’ and ‘The Proposition’, to capture the reality behind the real working citizens of Braddock in a TV spot and short film series. Hillcoat gets deep with some touching monologues and moving musical tracks as he tells the story of what it means to be a pioneer in 2010. The latest installment,  a two-minute short entitled, ‘To Work’ features a series of beautify intimate glimpses of local residents getting ready to Go Forth.

The town’s residents also take on the roles of models, shot by Melodie Mcdaniel, as the campaign continues.