Dickies spotlights workers in new campaign


Thanks to the rise of workwear in global fashion, fashion icons and celebrities have been sporting Dickies at many high-profile red carpets and events, from the Met Gala and Fashion Week to the Billboard Music Awards and more.

Now Fort Worth, Texas-based Dickies’ latest campaign, “Yours To Make” celebrates those who love what they do and take pride in their work. The workwear brand hopes this commercial will put the focus on the real people who live with this brand each day and help them explore their passions.

“Yours to Make is all about showcasing the pride and the dignity of workers and makers,” says Dickies Global Brand President, Denny Bruce. “We want to show everyone that we see them as they see themselves – producers and contributors. We’re here to stand behind them like we always have.”

LA-based creative agency, Sid Lee brought in actual makers instead of casting actors for the commercials. Featured talent in the campaign include Channel Tres, music producer; Samantha Huston, leather and saddle maker; Yaniv Evan, mechanic and custom bike builder; Bob Libo, welder; Jules Muck, artist and muralist; and Ronnie Sandoval, professional skateboarder and member of the Dickies Skateboarding team.

The spots open with the classic jazz tune Taint What You Do by Sy Oliver and James Young, as performed by Greg Leonard. Channel Tres’ remixed version then mixes in to the soundtrack. Watch below:

ALSO READ: BBDO San Fran, PERIOD see red for Period Day

“Few brands in the world have a century of credibility like Dickies,” says Driscoll Reid, Executive Creative Director at Sid Lee LA. “Yours To Make is about encouraging a new generation of makers to forge their own paths.”

The multi-platform marketing campaign includes national television, radio, digital, social and custom content.

Client: Dickies

Creative Agency:
   Sid Lee

SOURCE: Dickies