RED WING HERITAGE / SAME OLD


The world’s first upcycled marketing campaign.


How do you promote Red Wing’s first upcycled collection with nearly no budget? We went through the archives and upcycled the original product ads too. Nothing new was created for this limited, upcycled collection. Not the boots, not the ads. And no better way to convey Red Wing Heritage’s core feature: timelessness.




THE SAME OLD COLLECTION

Featuring superhot pieces from the Red Wing’s vaults, the limited, upcycled collection is a celebration of the brand heritage and the same old boots that get better with every step. Available for purchase beginning Tuesday, September 20.



UPCYCLED ADS FROM THE ARCHIVES

Relic #1: SUPERSOLE
The search is over for the space-aged sole. This 1984 ad helped launch the Red Wing Supersole, a welcomed relief for workers everywhere.








Relic #2: OUTDOOR FUN
Famous Irish Setter Sport Boots helped take Red Wing from the working world to one of leisure too—in this ad for the explorer.








Relic #3: COMFORT AND STYLE
These working women knew they deserved the same comfort, style and protection as their male counterparts. So, we delivered.




Relic #4: FORGET YOUR FEET
So comfortable you forget your feet. Red Wing Boots have always been the cure for "5 o'clock feet" as seen in this vintage ad for work boots.




Relic #5: IN YOUR YELLOWPAGES

Comfortable for your feet and your job. This 1960's animated ad showed how easy it was to find that fit everywhere the Yellow Pages touched.




Relic #6: GOODWILL
It's hard to let go of a good pair of Red Wing Boots. This 90s ad shows that you don't need to.




Relic #7: THE CUT BOOT

Just how do Red Wing boots cure “5 o’clock feet” you ask? In this ad from 1973, we cut apart the boot to show just how it’s made – and the quality and craft that goes into every single pair.




Relic #8: THE BILLBOARD
For those who want a boot that lasts, this ad from 1992 tells it how it is: invest in the right boot and you’ll be comfortable all life long.






Role: Associate Creative Director
Creative Direction, Concept, Tagline, Scripts.

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