Dickies is the original work wear and known for their tough pants. They also happen to have been adopted by trendy humans as a fashion statement. Before coming to us they had chased the trend and their strategy was showing a bit.. This campaign was part of an effort to re-establish and reinforce the core audience and message again.

As the CCO and managing partner on this business I oversaw the work for 2.5 years. 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.

Part of a digital campaign building brand and pushing retail product.