Description
In its 140 year history, Wolverine has never done a multi-year brand campaign. We were tasked with developing entirely new brand positioning for this heritage brand. An evergreen idea that speaks directly to the notion that there are those who do, and those who out do. And to demonstrate that, there's no better example than 3rd and 4th generation family businesses in the skilled trades. To execute on our strategy, we took a documentary-first approach. As of this posting, we are beginning to edit the mini-docs, but have already begun pulling footage to create traditional ads. Shared here is the :60 anthem, one of 30 unique video deliverables that will eventually roll out this year.