Real Work: Melodie McDaniel

September 2, 2010

© Levi's/Photo By Melodie McDaniel

For an advertising campaign released on July 4, Levi's focused on the residents of Braddock, Pennsylvania, a post-industrial town struggling to revive itself

Last year Levi Strauss & Co. and Wieden + Kennedy created an award-winning advertising campaign with images shot by Ryan McGinley. The campaign was built around a call to action: “Go Forth,” which trumpeted a return to the hardworking, pioneering national spirit during a recession that threatened to snowball into a new depression. “All I need is all I got,”...

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