Levi's 'ready to work' by Wieden & Kennedy Portland

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Levi's has launched a new integrated campaign created by Wieden & Kennedy Portland.

The campaign includes a TV spot, shot by The Proposition and The Road director John Hillcoat, which aims to portray the sense of timelessness that a brand like Levi’s enjoys.

Shot in the US town of Braddock, the ad features a girl speaking about how the residents are pioneers in their town, helping the town to grow, even if to the outsider it looks like the town is "stuck in the 1930’s".

The ad is supported by print, press, online and retail work, which have all been inspired by the classic American worker.

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Released: 29 June 2010

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Credits

Campaign
Levi's Work Wear Campaign

W+K PORTLAND
Creative Directors
Tyler Whisnand / Danielle Flagg / Don Shelford

Copywriter
Nathan Goldberg / Antony Goldstein

Art Director
Julia Blackburn / Mike Giepert

Producer
Sarah Shapiro / Juliana Montgomery

Account Team
Andrew Schafer / Tamera Geddes / Jessie Young

Executive Creative Directors
Mark Fitzloff / Susan Hoffman

Agency Executive Producer
Ben Grylewicz

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