Carhartt: E Edwards Campaign
Carhartt is the king of workwear. From budding blue collar workers in trade school to linemen with decades on the front line, Carhartt is known for its durable fabrics and functional outfitting worldwide. With that scale comes a question; how does a brand as big as Carhartt appeal to the individual blue collar worker?
Project Management
•
Social Media
•
Creative Direction
•
Project Management • Social Media • Creative Direction •
The Problem: Making a powerful brand, personal.
Working alongside the Kansas City vendor E. Edwards Workwear, Carhartt is able to distribute its goods to the front liners that keep Jackson County running. Our team was asked to help not just promote Carhartt goods in store, but to create a campaign that showed targeted support for the KC trade community directly.
The Fix: Next Generation Support
Focusing on students attending the Career & Technology Center at Fort Osage, Carhartt highlights how local vendors use their products to outfit not just current tradespeople, but the next generation of fixers ready to help Kansas City.
A giveaway was organized to outfit an entire class of upcoming HVAC technicians with Carhartt gear, and highlight not just the local partnership between the Fort Osage CTC and E. Edwards but emphasize the belief that Carhartt has in the up-and coming generation by outfitting them with the best gear in the game.
Video One:
Focusing on the enthusiasm and gratitude of the Fort Osage CTC students, this first video highlights the critical role local vendors like E. Edwards have to connecting Carhartt with the Kansas City community. The Carhartt clothing represents more than just added safety, it’s the best in the business standing behind the decision to give back to Kansas City with a career in the trades.
Video Two:
This second video highlights visually and verbally the power of community; the Fort OSage CTC program director shaking hands with Eric Edwards is a visual representation of the organic process in which partnerships are built in the trades. Video two is the balance to the youth and enthusiam of the first ad, and gives a perspective of experienced members of the trades paving the path forward for the next generation with exceptional gear.
