Professional construction gear is a very competitive category dominated by very masculine creative pieces. When Timberland Pro approached us they needed to create awareness for it's work boots, and we decided it was time to shake up the category and introduce humor to our audience.
So we created a campaign that capitalized on a well known fact amongst construction workers: When your feet hurt, your entire body hurts. We wanted to show how that can be distracting, leading to mistakes on the job.
The campaign extended across multiple platforms. We created low budget content videos for social, print ads, guerrilla billboards, a UGC mobile contest, a website and multiple rich media banner ads.