Global AOR Pitch
In case you didn’t know, Dickies has become popular not only for reliable workwear, but fashion statements too. For their 100th anniversary, they asked us to reshape their brand on a global scale, without compromising their workwear roots. We created a brand platform that taps into the ethos of what makes Dickies an iconic brand: Dickies are for those who make. So we decided to celebrate this global tribe of people who go their own way, do instead of talk about doing, and feel the pride that comes from a job well-done.
Important note: Dickies bought an other direction from our pitch. I worked on this direction which the clients is interested to develop in 2021. Do not share/save this material.
↳ Content SeriesMakers around the world
There’s something powerful and honest about seeing a group of makers on the job site. The sense of pride and dignity comes through in their faces. So, let’s capture exactly that. We’ll travel the globe finding makers on job sites and photograph them with their crews. Let’s get their stories and make print, social and digital assets and share them across our channels.
↳ Content SeriesThe Eisenhowers
Let’s create a powerful content series featuring crews from our global tribe of those who do, in their very own custom branded 1922 Eisenhower jackets. We’ll highlight crews like City Hermit in Shanghai, Teklife Crew in Chicago, and Herakut in Berlin.
↳ ActivationWe don't just talk about recycling.We do.
To promote the 874 recycled polyester work pants, let’s launch a vending machine in major cities (Shanghai, NYC, London, Berlin) where people can exchange bottles for Dickies 874 work pants. For every 10 bottles put into the machine it will dispense a brand new pair of Dickies pants made from recycled polyester.
↳ WeChat Live Content SeriesRecycle your craft.
In order to inspire a new generation of doers in China, let’s create an engaging live social activation on WeChat.
We’ll find makers across China who take pride in their work and want to pass-on their expertise to the next generation. We kit out the makers with the Dickies 874 Recycle Work Pant and produce a live content series about them and share it on WeChat.
↳ UGC Social ContentRecycle polyester totes.
Let’s make polyester tote bags to support local vendors who do things their way by producing and selling their own goods. Dickies will partner with farmers markets in our key cities worldwide to make reusable grocery totes that are made entirely of Dickies recycled polyester pants material.
↳ Digital100 Years of Patches
To celebrate 100 years of innovating workwear, we’ll create an app that allows users to add work-inspired patches to iconic Dickies clothing.Users open the app and choose which iconic apparel item they want to customize. Users browse through maker-inspired patches then add them to the work wear. AR Kit brings their new design to life in their space. They can see the garment in 360 degrees before they buy it.
Agency Sid Lee Los Angeles Executive Creative Directors Mariota Essery + Driscoll Reid Creative Directors Christian Laniosz + Steven Townsend Art Director Nathan Carver Creatives Alexis Coutu-Marion + Tristan Walczak + Adrian Smith + Pierre-Ange Aznar Role Art direction + Concept + Design Date 2019