Levis TO WORK Commercial Song Vorspiel by Richard Wagner.

For the launch of the Workwear Collection, Wieden + Kennedy and Levi's partnered with Braddock, Pennsylvania, a broken steel town struggling to reinvent itself.

Levis: TO WORK Commercial
Song: Vorspiel by Richard Wagner

We worked with Braddock Mayor John Fetterman to develop the idea and Levi's invested over one million dollars in the renovation of the community center, urban farm and the original Carnegie Library.

Song: Das Rheingold Vorspiel by Richard Wagner
Buy the song on Amazon here.

The result is a campaign that tells the stories of the people of the town. Only Braddock residents were used for the films, commercials and print, not models or actors.


Song: Wagner: Das Rheingold: Vorspiel by Richard Wagner
Performers: Orchestra del Teatro alla Scala di Milano
Conductors: Wilhelm Furtwangler
Release: October 14, 1997 (From the Album Das Rheingold)
Label: Opera D'Oro
Genres: Classical