Posted by Andie on July 26, 2010
Forgive me if critiquing advertisements isn't your thing, but as a former advertising student, I just can't get enough.
I love brilliant, daring, bold, compelling marketing campaigns.
And this season, Levi's wins the golden prize.
Have you heard about their latest Go Forth 'Ready to Work' campaign?
The whole campaign is centered on Braddock, PA, a little old steel-mill town outside Pittsburgh, which is bankrupt, broken, and suffering from years of industrial decay. But don't let the empty buildings and rubble fool you. Young new workers are emerging who want to make a difference.... artists, farmers, musicians, craftsman, and business owners... ready to start rebuilding this tired town. Shot on location in Braddock, the campaign spotlights a dozen real local people, doing real work, dressed in Levi's Work Wear Collection. The residents of Braddock shine an authentic spotlight on how vision, hard work, and dedication can bring about hope and change to any community.
But Levi's isn't just shooting commercials. They are also contributing financially to the rebuilding of Braddock by funding the renovation of a community center and supporting an "urban farm" that supplies local residents with beautiful produce at reduced prices.
While this sort of campaign could have turned gimmicky, overly-emotional, or exploitative..... it didn't. The result is compelling, human and inspiring.
Check it out.