By now everyone’s seen the Levi’s Go Forth overwhelmingly revolutionary campaign on TV, in magazines, in subways, on buses. Levi’s is clearly investing in a new revolution, that’s actually quite…pretty.
As a follow-up, Levi’s partnered again with Wieden+Kennedy to launch an 11-episode web series Explore: To Work, in association with IFC and Sundance Channel. The series will premiere on July 4th and will document the revitalization of Braddock, Pennsylvania.
And what’s branded content without some actual brand presence? Apparently many of the residents wore Levi’s Work Wear Collection for fall – jeans, denim trucker jackets, work shirts.
It’s definitely one step closer towards Levi’s going beyond the splash ad campaign and providing a real story on “American pioneers” for its audience. I was a huge fan of Bank of America presenting History Channel’s America: The History of Us, so I look forward to seeing how this town reinvention plays out.
Another interesting in-store extension is the creation of Levi’s Workshops – multi-use community spaces to focus on a specific craft like printmaking, photography, or other things where people like to get together, collaborate, and create something. First one is launching this month in San Francisco. Next one will be in NYC this fall.
Click here for the trailer, directed by John Hillcoat