levi's new frontiers

"Wieden + Kennedy Portland captures the plight of hardworking frontiersmen and women from Braddock, PA, for the Go Forth Ready to Work campaign, promoting Levi's workwear line. The town has undergone severe financial distress in the past few decades, and its mayor, John Fetterman has received national attention for his attempts to steer it to recovery with the help of artists, craftsmen, musicians and business owners. As part of the campaign, Levi's will donate more than a million dollars over two years to help refurbish the Braddock community center and support the town's urban farming program." from creativity-online.com