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Levi's prepares Ready to Work campaign

Levi Strauss & Co. will begin a new campaign for its Levi's brand in July called "Go Forth Ready to Work." The campaign, developed by Wieden & Kennedy, will run in Canada, the United States, Mexico and South America. "Last year, 'Go Forth' created a resonate message underscoring a new vision of hope and progress," said Doug Sweeny, vice-president of Levi's brand marketing. "This year, we're turning that energy into something tangible by engaging in meaningful conversations around 'real work' and celebrating the individuals who are carving the way for a better tomorrow." The campaign includes cinema, television, print, out-of-home and digital advertising. The first wave of creative features various residents of Braddock, PA, a former industrial center that is now attempting a revival. As part of the campaign, Levi Strauss will fund the refurbishment of the town's community center. According to the company, additional 'Ready to Work'-themed partnerships will be announced later this year as the campaign rolls out.

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