Reclaiming Labor Day to celebrate workers — not sales.

Labor Day was intended as a holiday to celebrate workers. But today, it has become a nationwide sale event with doorbuster deals and back-to-school discounts which take from the value of their work.

Red Wing wanted to change this trend, and reclaim the true meaning of Labor Day. We decided to forgo any type of deals or discounts. Instead, we donated 100% of the profits to the very workers who help build this country.

Find out more about the initiative on Forbes, Creativity Editor’s Pick, AdAgeAdweek and


We partnered with five organizations fully dedicated to supporting and fostering the skilled trades. In the spirit of honoring and rewarding workers on Labor Day, the entirety of Red Wing’s profits from September 5 will be equally divided between our partners.

Role: Creative Director
Creative Direction, Concept, Tagline, Manifesto, Script.

Core Team:
Head of Brand + Creative: Aaron Seymour-Andersson
Executive Producer: Jennifer David
Designer: Anton Pearson

Production Team:
Company: Stink Films
Director: Leo Aguirre
DP: Danyal Khan Niazi
Producer/LP:  Jonathan Hsu