Dickies embraces ‘digital-first’ approach in global campaign

The workwear brand partnered with “makers” to create video content that highlights the dignity of work and how creativity can unite the world.

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The COVID-19 pandemic has slowed the flow of global content campaigns.

With travel still heavily restricted, companies are relying on global partners to capture raw assets.

You could hire various video teams around the world—or you could partner with local artists who are comfortable recording themselves. That’s what Dickies did for its first ever global campaign, “United by Inspiration. United by Dickies.”

“We intentionally chose to feature 10 makers in the campaign, a group that is reflective of all of the regions that we serve, as well as all of the different trades and crafts from the traditional blue-collar worker to the more creative artisan,” says Kathy Hines, vice president of global marketing at Dickies.

The hope was that through storytelling, the brand could share a message of unity around the dignity of work—which is a core value for its customer base of blue-collar workers and creative artisans. The craftspeople featured include sculptors and brewers, metal workers and winemakers.

However, each person was also tasked with being a videographer for the campaign as well.

Video in the COVID-19 era

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