Dickies®
Info
Engineered to move.
CLIENT
Dickies®
INDUSTRY
Retail & Consumer Goods
Deliverables
Social Media Strategy & Creative, Media Planning & Media Buying, Advertising Campaigns
SINCE 1922, DICKIES HAS BEEN OUTFITTING WORKERS WITH CLOTHING BUILT TO HANDLE ANY JOB. UNAFRAID TO GET OUR HANDS DIRTY, CALIBER PARTNERED WITH THIS ICONIC BRAND TO SHOWCASE BOTH THEIR DENIM AND TACTICAL LINES.
Caliber developed an ad campaign that highlights the durability and quality of Dickies denim apparel. The ads feature workers in demanding jobs, showcasing the jeans that match the strength and resilience required by their roles. The product is further emphasized through bold typography in the iconic blue denim color, paired with textured elements that evoke the ruggedness of everyday work.
FOR THIS YEAR’S DICKIES FLEX CAMPAIGN, THE CALIBER TEAM CREATED POINT-OF-SALE, OUT-OF-HOME, DIGITAL, AND PRINT MATERIALS TO SHOWCASE THE FUNCTIONALITY AND DURABILITY OF THE DICKIES FLEX LINE.
By featuring images of hard-working men tackling the tough jobs they face daily, Caliber helped tell the story of modern-day workers as everyday heroes. Caliber crafted the look and feel with an angled layout and performed extensive photo retouching to place the workers in more heroic backgrounds. The result is a straightforward and authentic campaign that positions Dickies as a true lifestyle brand.
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