G5

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Strategy

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Creative

For 115 years, Red Wing has made boots for the workers who built America. But on Labor Day, a holiday meant to honor these same workers, we were facing an unemployment rate we haven’t seen in over a century.

So we turned a holiday that had become synonymous with discounts, sales and doorbuster deals back into a day for the American worker. Instead of promoting boots, we promoted every available job we had with the launch of our #LaborDayOn campaign.

We kicked things off by converting Red Wing’s 525 stores into job centers and Red Wing’s 1-800 customer-service line into a job-search hotline. We also launched an interactive film that allowed people to apply for actual Red Wing job openings directly through the film itself.

Awards

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