carhartt

challenge

Carhartt is iconic and the familiar “patch” signals hard work and commitment.  And yet, not as many people are aware that Carhartt makes high-quality, durable, severe weather outwear.  Carhartt wants its outerwear to become as iconic as its workwear.

status quo

When it comes to outerwear/gear, the first brands that come to mind for this audience might be Northface, Patagonia, Canadian Goose, etc. They think Carhartt has great outdoor workwear, but it never occurred to them to consider the brand for outerwear/gear.

truth

Carhartts are an extension of one’s identity and hard work.

insight

Carhartt wearers believe that anyone can wear a Carhartt, but only a select few have earned the right to wear it how it’s meant to be worn.

tagline

And then, a Carhartt walked in.

manifesto

Manifesto: a worker in a Carhartt jacket carrying timber against a golden sky. A Carhartt gets the job done. And then a Carhartt walked in.

episodic social

Episodic Social: High Snow Drifter. A four-episode social series made in the spirit of classic advertising and Clint Eastwood, without the guns. Why? Because, rugged.
Episode 1, The Carhartt. Script: a door opens, disappointment follows, then a door opens again and a Carhartt saves the day.
Episode 2, The Team. The Carhartt finds a group of workers who can’t start their equipment. And Then A Carhartt Walked In.
Episode 3, The Stranger. Seen from a neighborhood child’s perspective as the Carhartt knocks at the door.
Episode 4, The Job. After cleaning up the streets, the Carhartt relaxes at home until needed again.

radio

print ads

Print ad: How I became one of those Carhartt people — a first-person story about earning the jacket.

OOH

Out-of-home execution 1 for Carhartt Out-of-home execution 2 for Carhartt Out-of-home execution 3 for Carhartt

Copywriters: Khue Nguyen, Ericsson Moncree, Molly Cassidy.