Signs of Life
Art Director: Wenxiang Dai Copy Writer: Ian Katan
Challenge
Carhartt has stayed true to its working-class roots for 135 years. But its rise as a mainstream brand over recent years signals that its audience is wider than just manual laborers and skilled trades workers. The brand is being picked up by the modern Everyday Worker, and needs to ensure Carhartt connects to this group. These workers might not be a logger or a farmer, but they still understand the value of hard work and demand durable, high-quality, and timeless clothing.
about this project
“Life isn’t about avoiding the bruises. It’s about collecting the scars to prove you showed up.”
Show up, get dirty, and don’t worry about your clothes. Each stain, rip, or strain is a piece of personality, a souvenir from a project, a representation of life lived. We’ll tell the stories behind these signs of life and how they’re not something to lose sleep over, but something to be proud of.
Landing Page
OOH
The New York Times banner
In store
Video Ads
Social Media
Everyone’s clothes have signs of life that represent their stories and their memories. To encourage customers to share their moments, we’ll create #StoryBehindTheStain and reward them for sharing their stains. But we don’t want to just give away new clothes to remove the exact stains of life we’re encouraging. We’ll give away prizes relevant to customer’s individual stories to make sure they can continue collecting those meaningful signs of life.
