360 Brand Launch
Red Kap Workwear
Our client was in a unique position: although they had existed since 1923, they had only operated B2B. For their 100th anniversary, they planned to go D2C.
We wanted to break the dirty, calloused hands-squinty eyes-lone wolf mold set by so many workwear and tool brands and lean into the joy and pride tradespeople found in their work. We got a lot of inspiration on “Blue Collar TikTok” where we saw tons of videos of people having fun with their colleagues, sharing work hacks that were equal parts impressive and entertaining, and of course, participating in dance trends.
Because nothing puts a smile on your face like a burly construction crew absolutely nailing the choreography to the Beyoncé “Cuff It” dance challenge, we thought a dance-based brand anthem would be the perfect way to celebrate both the trades and 100 years of Red Kap. Our tagline would be “Work It While You Work.”
Sadly, the campaign was cancelled just as we were preparing to go into production.
To keep the dancing rhythm alive in static and audio-only situations, we wrote a series of spoken word-style continuations of our tagline, where between “Work It” and “While You Work” were a list of artfully arranged work verbs and phrases. There was a general, industry-agnostic version as well as several industry-specific versions. We had plans to use these in radio, print/OOH, and as animated web banners.
Automotive “Run-On Sentence” OOH
Culinary “Run-On Sentence” OOH
For organic social, we would create dance videos and add kinetic type moving through the scene.
We also had plans for social challenges true to the roots of our research and inspiration.
As an additional fun piece, we wrote a palindrome-style manifesto. Just like a palindrome reads the same front to back, we thought the manifesto should as well, as it was simultaneously Year 100 and Year 001.
Agency: Table
Copywriter: Sarah Ellison
Creative Director: Dan Marvin
Principal: Sean O’Brien