Credits

Wieden+Kennedy developed this spot to promote Levi’s line of work wear, including its 501 jeans, denim trucker jackets and work shirts. To create it, the agency rolled up its sleeves and went on a search to find people and places that embodied the notion of work on a new frontier, repurposing America’s past to build a balanced future. Their search led them to Braddock, Pennsylvania. The ‘Ready to Work’ campaign was produced entirely in Braddock and features its citizens doing real work in their town with the hope of inspiring others to roll up their sleeves and get to work.