RED WING / NOT ON SALE
Reclaiming Labor Day to celebrate workers — not sales.
Labor Day was created as a holiday to celebrate workers. Sadly, it has becomea day of sales events — focused more on doorbuster deals and back-to-school discounts than the people it was originally designed to honor.
To reclaim its true meaning, this past Labor Day, we decided to reject any type of deal or discount. Instead, we sold our products at full price and donated 100% of the profits back to the very workers who help build the world around us.
Find out more about the initiative on Forbes, #1 Creativity Editor’s Pick, AdAge, Adweek and RedWing.com
PEOPLE OVER PROFITS
We partnered with five organizations dedicated to supporting and fostering the skilled trades. In the spirit of honoring workers on Labor Day, the entirety of Red Wing’s profits from September 5 was 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