To launch its new utility boot product line, footwear brand Keen has made a series of web documentaries taking its boots directly to industrial workers working on environmental projects. The Project Re-boot campaign, by Portland-based agency Sockeye, visited three work sites focused on wind energy, vehicle manufacturing and river restoration/dam removal. Keen outfitted crews with their own pair of boots. A wider campaign including print, outdoor, transit and online ads drives people to watch the films on YouTube or Keen's Facebook page.