Carhartt
This Carhartt campaign aims to get blue-collar workers to buy more Carhartt. Our approach? Carhartt is so tough, it will survive even in your worst moments so there’s no need to worry when you’ve got Carhartt.
AD & CW: Erica Goldsworthy
Want to grab attention? Placement is everything. Nothing is more boring than a long drive. So, let’s give drivers a change of scenery someplace unexpected.
Like the other ads, this transit ad captures a moment of pure adrenaline. In this ad, I highlight the tough quality of Carhartt as the bull may trample the man but at least we know his jeans will live on. This exaggeration will surely raise some eyebrows and a chuckle or two while also conveying how durable Carhartt is.
The magazine spot highlights another “oh no” moment. By juxtaposing another situation where we may not survive but our clothes will, Carhartt’s message of durability comes through.
Like the transit ad, the Instagram makes fun of those oopsie moments in life. Each post and caption highlights varying moments of “disaster”, emphasizing Carhartt’s ability to endure the worst.