More than talking. Working.

6 Jul

Levi’s just launched its new brand campaign in the States. It’s quite beautifully articulated, the sentiment it very powerful. As a campaign destined for traditional media, I’d go so far as to say the sentiment is a little too powerful – that it’s trying to claim too much.

Levi’s may have a history in the American workforce, but does the brand have enough equity to inspire a new generation of workers to pick up their tools and rebuild a struggling nation?

I guess so.

How do we know?

They’re filming it.

Watch Levi Strauss & Co. throw its weight behind a restoration project: the small town of Braddock, Pennsylvania. Then read last month’s post, Be Seen Doing Good, and allow me to officially declare this a Trend In Advertising.

I like this. It feels ambitious, maybe even unobtainable. It’ll be interesting to see what unfolds.

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