Dickies

Built to work integrated brand campaign.

Dickies is the original work wear and known for their tough pants; trousers for those in the UK. They also happen to have been adopted by trendy humans as a fashion statement. The previous agency campaign chased and promoted that trend and we were brought in to re-establish and reinforce the core audience again. We believed the authenticity of selling to the every day blue collar worker created an honest and more compelling brand.

As the CCO and managing partner on this Account, I oversaw the work for 2.5 years. The bulk of the client’s spend was digital and retail focused. Creatively I was deeply tied into the management and learnings from a near constant feed of audience intel. Working closely with brand strategists, a digital anthropologist and the Dickies digital marketing team we found compelling insights found between the data. It was an incredibly fun to discover and unveil opportunities and learn unexpected insights from audience behaviors.

 A day in the life of pants. Brand TV

A brand spot for Dickies that summed up the company’s strategic recommitment to their truth as a staple of the working class. This was part of a large digital campaign that integrated the brand message with a strong retail push.