To promote Levi's workwear, we were asked to connect the pieces of a robust offline campaign into an interactive experience that showed the brand's support for a new generation of American pioneers in Braddock, Pennsylvania.
We built a first-of-its-kind Google Maps mash-up that showed users the real Braddock via Google Street View. While there, users could hear the stories of the new frontier the town’s residents are creating, explore the beautiful and heartfelt footage and photography produced by Wieden+Kennedy and IFC, and contribute to Braddock’s rebuilding efforts through platforms like Kickstarter, Good.is and IfWeRanTheWorld. It was thrilling and humbling to work directly with the people of Braddock, and so rewarding to help Levi’s put meaningful action behind their marketing.
On Levi.com, we built a Google Maps Mash-up where users could virtually visit the town featured in the "We Are All Workers" campaign
Our Google Maps Mash-up allowed a deeper dive into the photography and video captured by a team at IFC that was hired by Levi's to document the revitalization of Braddock.
We gave the public a chance to participate by donating to a Kickstart project that helped fund workshops at the Carnegie Library, a featured location in the campaign.
We created a branded infographic, developed in conjunction with Good.is
We aggregated content created by multiple agencies, along with IFC, on a branded content hub on Good.is