Posted by Shirley Brady on July 5, 2010 10:00 AM
Levi's annual Fourth of July campaign, Go Forth, this year focused on the theme of work and on the residents of the recession-battered community of Braddock, PA. Check out its latest campaign above and after the jump, including a spot for Levi's Workshops, inviting the public to "roll up your sleeves, get your hands dirty, and get down to work" at workshops located across the U.S. An ongoing component of the campaign: Levi's Pioneer Sessions, featuring a cross-section of contemporary performers' odes to the musical pioneers who influenced them.
Levi's new campaign (in partnership with U.S. cable networks IFC and Sundance Channel) not only features but assists the town of Braddock, because "When the steel mills closed ... they left behind a dwindling population living in near apocalyptic circumstances. Now, a new generation of urban pioneers has come with a mission: to create a new frontier from the ashes of the once vibrant town."
This spot features the Mayor of Braddock, PA, "a 6'8", tattooed Ivy League graduate who has taken the challenges in this former steel town and made it his mission to overcome them. His commitment and tough brand of optimism may be the town's best hope for bringing a new generation of pioneers to Braddock."
In an extension of the campaign's focus on the value of a work and community, Levi's is opening workshop across America. The first, which just celebrated its opening weekend, is a temporary pop-up space in San Francisco. Visitors can learn the old-time art of printmaking, including how to make paper out of old jeans, and find out how to help the local community in the city's trendy-yet-down-on-its-luck Mission District.
The printmaking shop, which is up through the end of August, is also collaborating with local pioneers such as chef Alice Waters, writer Dave Eggars' 826 Valencia literacy workshop, printmaker Shepard Fairey and the San Francisco Giants baseball team. Not in San Francisco? Submit a design for a bandana and the printshop may produce it.