THE DAY IS WHAT YOU MAKE IT
NEW BIZ PITCH
We knew that to distinguish Dickies among its competitors, we needed to get away from the technical messaging and tap into the emotional truths about the makers who embody the brand.
Whether it’s under the soft glow of a lamp in the dead of night or surrounded by the early morning mist of the rising sun, the Inspired Makers continue to press on. Because when they've reached their flow state and there’s still a job to be done, the theoretical construct of time falls away.
So, what if it’s late/or insanely early? Their's is not the typical 40-hour work week, driven by an uninspired 9-5. They're fueled by passion, unchecked by time, and nothing stops them from pursuing progress.
TV/SOCIAL SCRIPTS & STORYBOARDS
:30 SPOT – "MOMENTS TO SHINE"
:15 SPOT – "LIGHTS ON NURSE"
:06 SPOT – "LIGHTS ON MAKER"
:06 SPOT – "LIGHTS ON DICKIES"
:30 RADIO SCRIPT
:30 RADIO SCRIPT
SFX: Crickets chirping lightly, rustling leaves
Sounds of nature at rest are suddenly interrupted by the familiar whir of a tractor going over course grass
SFX: Gurgle of machine, which softens as it moves into the distance and VO begins
VO: This morning, like every morning, he got of bed to turn on the light…
VO: He slipped on his pair of Dickie’s 874 pants and a clean undershirt, and was out on the field before the sun even had a chance to yawn.
SFX: Tractor comes back into earshot as it turns in the field
VO: His friends say he should take a break every once in a while. He says:
MAN: This is my break.
VO: Dickies. The Day is What You Make It
BANNER DISPLAY AD
Interactive banner ads showcase different types and styles of our Inspired Makers clicking on their lights, signaling they’ve found their flow.
Dickies will host extended after-hours at WeWork spaces across the country
AGENCY: The Marketing Arm
ROLE: Art Director
CW: Mary Adams Bode
CD: Will Clarke + Whitney Hill