RED WING HERITAGE / SAME OLD

The world’s first upcycled marketing campaign.

To launch Red Wing’s first upcycled collection, we built a campaign entirely from upcycled Red Wing ads and archival content. Nothing new was created for this effort — no boots, no ads. And no better way to convey Red Wing Heritage’s core promise: timelessness.

Featured in Men’s Journal, Trendhunter, Maxim and RedWing.com

THE SAME OLD COLLECTION

Featuring limited-edition pieces from Red Wing’s vault, the Same Old Collection Same Old Collection celebrates the brand’s heritage—and the same old boots that get better with every step. In keeping with the upcycled spirit, even the product photography was shot on expired film.

THE UPCYCLED ADS

Literally every ad was upcycled — resurrected gems from the Red Wing archives, refitted just like the collection.

“Supersole” — Upcycled from 1984

“Outdoor Fun” — Upcycled from 1963

Comfort and Style — Upcycled from 1995

Forget your feet — Upcycled from 1984

In your yellowpages — Upcycled from 1969

Goodwill — Upcycled from 1999

5 o’clock feet — Upcycled from 1973

The billboard — Upcycled from 1992

Role: Associate Creative Director / Writer

Core Team:
Head of Brand + Creative: Aaron Seymour-Andersson