Red Wing teams with 50 orgs for Labor Day initiative

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(Red Wing stores launch Labor Day Initiative with 50 companies)

Red Wing Shoe Company, earlier announced its intention to bring back the true meaning of Labor Day with its #LaborDayOn initiative, which will look to help the 25 million unemployed Americans find jobs by switching from promoting its purpose-built footwear to promoting jobs.

As the holiday, synonymous with discounts, sales and doorbuster deals, quickly approaches, it will be foreshadowed by one of the highest unemployment rates in over 100 years.

The company, working with New York agency Droga5 has announced that more than 50 brands have joined in the movement to use their own marketing channels on Labor Day to post all job openings they have available using the hashtag #LaborDayOn.

General Mills, Inc., Johnsonville, Land O’ Lakes Inc., Polaris Inc., Sleep Number and The Toro Company are among the companies who have pledged to promote jobs include

Red Wing is leading these efforts by transforming its more than 525 stores into job centers and transforming their customer service line, 800-RED-WING, into a job search hotline to offer both free guidance as well as to help connect the unemployed to more open positions.

Additionally, Red Wing has swapped product for potential (job listings) in its latest advertising film, created by Droga5, that features clickable, open positions that link to open jobs at Red Wing.


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“Red Wing knows that by shining the light on even just one job, this could be the first step in an opportunity for someone to find work and support their family. Our hope is to start a movement and leverage our own channels to highlight these jobs and help Americans end Labor Day on a high note — with a new job to celebrate,” said Dave Schneider, Chief Marketing Officer at Red Wing Shoe Company.


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He adds, “But we know as one brand we can’t do it alone. That’s why we are calling on brands across the country to join us in reclaiming Labor Day for the workers of this country. And right now, that means helping as many Americans as we can get back to work.”

CREDITS:

CLIENT: Red Wing

  • VICE PRESIDENT & CHIEF MARKETING OFFICER: Dave Schneider
  • DIRECTOR OF BRAND & CREATIVE: Aaron Seymour-Anderson
  • SR. DIRECTOR, MARKETING GLOBAL WORK: Bryce Wernsman

AGENCY: Droga5 NY

  • CREATIVE CHAIRMAN: David Droga
  • CO-CHIEF CREATIVE OFFICER: Tim Gordon
  • CO-CHIEF CREATIVE OFFICER: Felix Richter
  • EXECUTIVE CREATIVE DIRECTOR: Scott Bell
  • CREATIVE DIRECTOR: Dustin Tomes
  • CREATIVE DIRECTOR: Jono Paull
  • COPYWRITER: Emily Chang
  • ART DIRECTOR: Astrid Andujar
  • COPYWRITER: Mia Rafowitz
  • ART DIRECTOR: Cara Cecchini
  • ASSOCIATE DESIGN DIRECTOR: Kathryn Brylinski
  • SENIOR DESIGNER: Rachel Hess
  • SENIOR UX DESIGNER: James Garvey
  • SENIOR MUSIC SUPERVISOR: Mike Ladman
  • EXECUTIVE PRODUCER, INTERACTIVE: Shayan Amir-Hosseini
  • SENIOR PRODUCER, INTERACTIVE: Alyssa Cashman
  • EXECUTIVE PRODUCER, PRINT: Alyssa Dolman
  • GROUP STRATEGY DIRECTOR: Nick Maschmeyer
  • STRATEGIST: Britt Lynch
  • CHIEF MEDIA OFFICER: Colleen Leddy
  • GROUP COMMUNICATIONS STRATEGY DIRECTOR: Delphine McKinley
  • SENIOR COMMUNICATIONS STRATEGIST: Clark Cofer
  • DATA STRATEGIST: Daria Koren
  • MANAGING DIRECTOR: Dan Gonda
  • ACCOUNT DIRECTOR: Michelle Villarreal
  • ACCOUNT SUPERVISOR: Melissa Pasternak
  • ACCOUNT SUPERVISOR: Hayley Howell
  • HEAD OF PROJECT MANAGER: Paul Eckelmann
  • JR. PROJECT MANAGER: Oliver Pleydle
  • SENIOR BUSINESS AFFAIRS: Ann Marie Turbitt

PRODUCTION COMPANY: Second Child

  • MANAGING DIRECTOR: Scott Chinn
  • EDITOR: Nina Sacharow
  • ASSISTANT EDITOR: Andrew Davenport
  • SENIOR POST PRODUCER: Sara Mills
  • SENIOR POST PRODUCER: Sari Resnick
  • DESIGN DIRECTOR: Pravin Chottera
  • SOUND MIXER: Jesse Peterson

SOURCE: Red Wing Shoe Company

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