Wednesday afternoon we stopped work to meet John Fetterman. When the steel mills closed in Braddock, PA, they left behind a dwindling population living in near apocalyptic circumstances. Mayor, John Fetterman, and a new generation of urban pioneers have come with a mission- to create a new frontier from the ashes of the once vibrant town. It was this story, that inspired our Levi's team to build a campaign around the spirit and hope of Braddock. All the people you see in the TV, Outdoor and Print are residents of Braddock. It's great when a company can get behind a town and help it succeed. Levis is putting time and energy beyond the campaign to help support Braddock. Please visit the Levi's YouTube Channel' to discover more.
To learn more about John and Braddock check out this clip from Sunday Morning that aired about a month ago.
Thanks John for coming to visit us and all your continued dedication. You are an inspiration.
Our first integrated campaign for Levi’s is a call-to-arms with an
optimistic message: “Go Forth.”
As the sweat of New World desperation enveloped the West Coast of America in
1873, the Levi’s brand was born. In recent times, the deep sense of purpose
that birthed America has been obscured. Now is a time of self-reckoning, not
dissimilar to the America of back when. With the words of Walt Whitman,
Levi’s is using inspiration of old for new times. Whitman was an optimist at
a time when it was easier to be a pessimist and believed in the strength of
the individual. He lived through the Civil War, one of the darkest periods
in American history, and drew strength from the struggle.
The inaugural TV spot “America” sets the tone for the new campaign: America
is going through a challenging time, but the American spirit of
self-reliance will persevere. The audio used in the commercial is widely
believed to be an original wax recording of Walt Whitman reading four lines
of his 1888 poem “America.”
Shot locally in Portland, “O Pioneers” expands on the Go Forth message with
a 1950′s Smithsonian recording of Walt Whitman’s poem “Pioneers! O’
Pioneers!” playing over footage of new American pioneers.
In print and OOH, the Go Forth campaign sets out to capture the spirit of
young American pioneers and provide some honest inspiration. Something to
remind us how the individual is resilient, strong, and capable of anything.
Photographer Ryan McGinley’s work embodies this Go Forth spirit. For the
last six years, he has photographed friends on road trips across America and
has made his name as one of the leading young artists of the new generation.
He captures the energy and freedom of youth with wit, honesty, and feeling.
Interactive turns the Go Forth message into a call to action, drawing
inspiration from the historic want ad placed by famous explorer Ernest
Shackleton. The New Declaration is a fresh look at the document that founded
this country, letting people add their own voices, thoughts, and opinions to
the original text.
The New Americans is an interactive art project, asking people to submit
their videos, images, thoughts, and feelings about this country. It’s a
collective look at the state of our nation today, one that will paint a
portrait of the voices in a changing country.
The newest member of the WK Portland family is Levi’s!!! A round of blue champagne for everyone and a toast to a successful relationship.
Levi’s brought the oldest pair of Levi’s in the world – original 501′s from 1879. This pair of jeans is older than the pair on display at the Smithsonian and valued at $130,000.
Not much has changed since 1879…. New belt loops and different cuts, but not much else. This particular pair of jeans was found in a coal mine, rolled up and stored in what was probably a miners locker or cubby hole.
A big thanks to Levi’s. We can’t wait to start working!