The 2010 Levi's "Go Forth" campaign was designed to launch Levi's new "Workwear" range of clothing in a way that got the core target – young adult men – thinking and motivated about what "work" meant in America during a time of deep economic recession. Levi's is America's original "workwear" brand, born in the west coast goldfields during the 1850s. These hardscrabble pioneering origins remain an integral part of who Levi's are today, so it was vital that the campaign offered a risk-taking, forward-looking perspective on how, in a time of recession, the only thing for young adults to do is get to work and re-build America as they would see it.

As soon as the campaign launched, Levi's and Braddock became part of the national dialog about work and the symbolic, contentious decline of many American towns in the midst of a massive recession. In particular, the campaign sparked a vigorous conversation about the nature of work and the belief that it's always possible to rebuild and pioneer forward. This in turn helped propel the brand, both inside the company amongst the target audience, and the Levi's business in 2010.

The Levi's "Ready to Work" Go Forth campaign brings the pioneering rebuilding efforts of the citizens of Braddock, PA to life. Braddock, once a prosperous steel town, is now run-down and a mere shadow of its former, bustling self. Recognizing a kindred pioneering spirit in Braddock's Mayor, John Fetterman, and its citizens, Levi's rolled up its sleeves and helped rebuild the community center and the town's urban community farm project. The campaign, utilizing TV advertisements, documentary programming, print, OOH and digital communications, features the citizens of Braddock going about their rebuilding efforts – and by showcasing their integrity, ambition, optimism and sheer audacity we are able to feel that no matter who we are or where we live, there are frontiers everywhere for us to embrace in order to make the world better.