DEARBORN, Mich. — October 17, 2022 — Since its founding in 1889, Carhartt has maintained a longstanding commitment to creating tough gear that serves and protects all hardworking people. While that core mission hasn’t changed, the world we live in has. With more technology, diverse opportunities and higher pressure to succeed than ever before, Carhartt is proud to celebrate the people out there who wake up each day and “Make It Happen.”

An evolution of Carhartt’s Fit For The Next Frontier campaign that launched last fall with a call to work, “Make It Happen” comes to life in a new brand narrative that offers a fresh, optimistic outlook on today’s fast-paced world and celebrates the heroic tasks that hardworking people accomplish each day. The :30 spot follows various tradespeople — including construction workers, ranchers, urban farmers and muralists — as they jump from one rugged “world” to the next, helping each other get the job done along the way. In this new storytelling approach for Carhartt, the brand shares credit with its community, declaring that it’s been “making it happen since 1889.”

“While the next frontier of work is always changing, the ability to outwork and overcome new obstacles will forever be a constant,” said Brian Bennett, vice president of creative and executive producer at Carhartt. “Our goal is to give hardworking people — including the next generation of Carhartt wearers — the gear they need to make anything happen. This campaign celebrates the people who jump out of bed with such a fire in their belly, you just know they’re going to make something happen today. It’s also a reminder that our gear goes hand-in-hand with people who work with an unbridled enthusiasm to tackle one task to the next.”

Beyond inspiring a positive perspective on the future of work, the message behind “Make It Happen” nods to the ongoing evolution of Carhartt’s iconic styles that continue to meet the needs of future generations — and their changing skillsets and occupations. This means making gear that’s lighter-weight, flexible, fit for more sizes and defends against temperature extremes without sacrificing durability. Addressing consumers’ ever-changing needs continues to be a top priority for Carhartt, which is evident by the brand’s new Force sweatshirts and SuperDux jackets featured in the spot.

“We’ve seen a major shift in the types of careers people are pursuing and how people are choosing to spend time outside of work,” said Janet Ries, vice president of marketing at Carhartt. “At Carhartt, we’ve always had an innate love for labor and hardworking people, so this campaign is meant to give those people confirmation that we’ve got their back and are moving forward with them — wherever they go to make it happen for themselves and those around them.”

In addition to running on Carhartt’s website and social channels, creative from the new “Make It Happen” campaign will air across digital, on TikTok, in connected and streaming TV channels, and alongside the premiere of the “Yellowstone” prequel “1923” on Paramount+.

Posted: October 17, 2022

Source: Carhartt

GREENSBORO, N.C. — October 13, 2022 — Lee®, the iconic American denim and apparel brand, has launched its 2022 campaign under the LeeOriginals platform. Produced in collaboration with preeminent photographer and creative director Mark Seliger, the campaign [#leeoriginals] continues to reaffirm the 130-year-old brand as one driven by celebrating the originality in all of us.

Concepted and shot by Seliger and styled by acclaimed costume designer and stylist Arianne Phillips, this second iteration highlights those moments where Lee helps you to make everyday legendary. Inspired by those who don’t just stand the test of time, but define it, the campaign is set to a new Sam Tinnesz song aptly entitled “New Wave.” These scenes capture Lee’s celebration of individuals who approach small and big moments of their lives with one part boldness, two parts optimism.

“This campaign embraces those moments where denim and self-expression merge,” Seliger said. “Casting was important — I wanted multi-faceted individuals who may be well known but feel very familiar and real. We created a storyline for each character and gave them the space to put their stamp on the film, and incorporated their personalities by using some of their own personal items. The result showcases that as they wear Lee they remain true to themselves and original.”

“We love a great story and this season’s cast of Originals has plenty of tales to tell,” said Brigid Stevens, vice president Global Brand Marketing, Lee. “Tai Verdes started working at a mobile phone retailer and now is performing on stages around the nation; Yuka Mannami was discovered as a model while working as a nurse and now walks runways around the globe. These are just a couple examples of how our cast has carved their own path and done the unexpected.”

In addion to Verdes and Mannami, the fresh ensemble of models, actors and performers includes: actor Deaken Bluman, body positivity model and singer Natalie Nootenboom, dancer Vinson Fraley, artist Mell, and activist and snowboarder Cherokee Jack.

The digital component of the campaign was placed by Lee’s media agency, Tinuiti, and launched on Lee’s social media channels on TikTok, Meta and SnapChat as well as streaming video via OTT, and on YouTube and Twitch. A curated out-of-home (OOH) experience in collaboration with creative agency Noble People will target specific creative neighborhoods in New York City including SoHo, Meatpacking and Bushwick, as well as select locations in Los Angeles, Chicago and Atlanta. For more information, please visit www.lee.com.

Posted: October 14, 2022

Source: Lee, a Kontoor Brands brand