Rosie the Riveter is over the gig economy in a campaign promoting US Navy submarine manufacturing jobs

The gig economy is not for the faint of heart. Making grocery runs for people, driving them around, walking their dogs, answering their customer service phone calls and other gigs that promise a “flexible schedule” with “good pay” often result in constant rushing, inconsistent paychecks and awkward encounters. That’s the message in adam&eveDDB’s new campaign, which resurfaces the iconic World War II imagery of Rosie the Riveter as a modern-day gig worker fed up with her many jobs. The campaign is for BlueForge Alliance, a Texas-based “nonprofit, neutral integrator” whose mission is to support the U.S. Navy’s submarine-building effort and bolster the maritime manufacturing sector. “Built to Last,” adam&eveDDB’s first work for the group, follows a woman with a striking resemblance and style to Rosie the Riveter going through the motions of her many gigs—complete with low tips, limited opportunities and unfortunate situations in the back seat of her car. Exasperated by her constant struggle, our film’s hero ‘Rosie’ drops by a manufacturing facility and inquires about how to work there. The initiative aims to raise awareness about the career opportunities available in maritime manufacturing. “Many people across America aren’t aware of the huge opportunities for careers in manufacturing. The gig economy has created a transitory workforce, and we wanted to demonstrate that there are incredible long-term career opportunities across American manufacturing,” said David Brown, executive creative director at adam&eveDDB New York. “Bringing an icon like Rosie the Riveter into 2024 felt like a unique way to connect with a new generation and make them aware of the prospects that a career in manufacturing has to offer.” The campaign launched on July 1 and will run for a full year. It will run on various platforms, including connected TV and online video, social media and digital channels.

Rosie the Riveter is over the gig economy in a campaign promoting US Navy submarine manufacturing jobs

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