#LaborDayOn
Award: Graphite Pencil
Graphite Pencil / Media / Integrated / 2021
Award: Wood Pencil
Wood Pencil / Digital / Integrated
Award: Wood Pencil
Wood Pencil / Impact / Initiatives / Brands
Award: Shortlist
Shortlist / PR / Integrated
In 2020, the pandemic had left over 25 million Americans unemployed. So on Labor Day, instead of taking a day off, Red Wing Shoes took it on by launching a national movement dedicated to helping get the American workforce back on its feet. Instead of promoting holiday discounts, the brand promoted every open position Red Wing had with the launch of #LaborDayOn and then put the call out for any and all other brands to do the same. With over 220 brands joining the movement – including Burger King, UPS Vice and GAP – an initiative that began in small-town Minnesota sparked a movement uplifting communities nationwide.
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