• by Tanya Gazdik , June 24, 2010

Levi's will extend its "Go Forth" campaign with a new set of ads scheduled to break July 4 with the sub-theme "Ready to Work."

The San Francisco-based company aims to "empower and inspire" with stories of the "new" American worker. The nationwide campaign, created by Seattle-based Wieden+Kennedy, explores how a new generation of real workers is "rolling up their sleeves to make real change happen," according to a statement from the company. The effort features cinema, TV, print, out-of-home installations and digital elements.

The campaign stars a dozen residents of blue-collar town Braddock, Penn. Since 2001, the town's mayor, John Fetterman, the mayor of Braddock, has worked to revive the town, plagued by economic decline, by enlisting artists, craftsmen, musicians and business owners. The campaign features Levi's new line, Work Wear Collection, including iconic pieces such as 501 jeans, denim trucker jackets and work shirts.

To thank the town for being involved in the campaign, Levi's is funding the refurbishment of Braddock's community center and also is supporting the town's urban farm, which supplies produce to local area residents at reduced costs.

"'Go Forth' created a resonate message underscoring a new vision of hope and progress," said Doug Sweeny, VP, Levi's brand marketing, in a release. "This year, we're turning that energy into something tangible by engaging in meaningful conversations around 'real work' and celebrating the individuals who are carving the way for a better tomorrow."

As part of the campaign Levi's will launch Levi's Workshops, an approach to integrating community involvement with retailing. The workshops will be multi-use spaces, featuring a functional workshop, community event space and retail storefront.

The first workshop debuts in San Francisco this July, followed by a second in New York this fall. Each workshop is designed to focus on a specific craft including printmaking and photography, and will feature forums where local pioneers in design, sports, technology, sustainability, and other interests can engage and collaborate.

Also throughout the year, Levi's will partner with other American brands on new design collaborations, including a fall collaboration with award-winning designer Billy Reid to create new, limited-edition versions of iconic heritage pieces from the Levi's Work Wear line. Later in the year, Levi's will introduce a new seasonal co-branded collection with Opening Ceremony that is rooted in classic styles and updated with progressive fabrics, washes and details. Additional design collaborations will be announced in the coming months.