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Top 6: September 9th 2020

Red Wing Shoe Company: #LaborDayOn

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Top 6: September 9th 2020
Red Wing Shoe Company has 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. Red Wing is calling on brands to join them in using their own social, marketing and retail channels on Labor Day to post all job openings they have available or know about using the hashtag #LaborDayOn. And to show they're serious about #LaborDayOn, Red Wing will be transforming over 525 of its stores into hubs for people to search for local trade jobs.
Agency: Droga5, New York

For 115 years, Minnesota-born shoe company Red Wing has made boots for those who have built America. But today more than 25 million Americans have lost their jobs. As Labor Day quickly approaches, a day dedicated to the economic achievements of American workers, it will be foreshadowed by one of the highest unemployment rates in over 100 years. Inspired by this current crisis, Red Wing is turning a holiday that’s become synonymous with discounts, sales and doorbuster deals back into a day for the American worker. To get the word out and give people more access to job opportunities, Red Wing took out a New York Times ad today to call on other brands to join the #LaborDayOn movement by posting any and all job openings they have on September 7th. In addition to switching their stores into job hubs, they’re also transforming their customer service line, 800-RED-WING, into a job search hotline to offer both free guidance as well to help connect the unemployed to more open positions. Finally, Red Wing has swapped product for potential (job listings) in its latest advertising film that features clickable, open positions that link to open jobs at Red Wing.
Credits Other credits

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

Client: Red Wing

Vice President & Chief Marketing Officer: Dave Schneider

Director of Brand & Creative: Aaron Seymour-Anderson

Sr. Director, Marketing Global Work: Bryce Wernsman


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

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