HONOR THE WORK

Problem: Red Wing struggled to connect with Millennial craftsmen who often turned to cheaper work boot options. But, paradoxically, younger craftsmen trust and seek the opinions of the most experienced people on the job site.

Solution: A campaign (Honor the Work) and installation (The Wall of Honor) that gave those veteran workers a platform to share their monumental work achievements with the world. The Wall of Honor campaign spanned physical, digital and social.

ECD: Caroline Chen