Levi's campaign looks at hard times

06/23/2010 | New York Times (tiered subscription model), The

Levi Strauss is extending its "Go Forth" campaign with a multimedia ad campaign that focuses on the economic trials of the town of Braddock, Pa., with area residents being featured in the spots. Levi's is also sponsoring an hourlong documentary to be shown on IFC and Sundance and viewable online. The concept for the campaign came from Levi's ad shop Wieden & Kennedy in Portland, Ore.

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New York Times (tiered subscription model), The

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