Detroit-based Shinola puts a lot of work, literally, into its new campaign. Created out of Partners and Spade, "Let's Roll Up Our Sleeves" delivers an inspiring rallying cry to those in the U.S. to come together and work hard for the greater good. The effort upholds the values of labor, sweat and dedication with impassioned lines including "Working together. The job big enough for all of us"; "Let's make this the year we all do better"; "Plant it, grow it, build it, weld it" and "Whatever color your collar might be."
Many of the ads show just the words themselves, with none of the watches, bikes or leather goods from the brand's lineup. Other executions feature portraits of notable individuals who have benefited their communities through their own hard work, including Nadine Burke Harris, founder and CEO of the Center for Youth Wellness, Brit Gilmore, president of The Giving Keys, which helps those transitioning out of homelessness and Richard D. Garcia, co-founder of Alma Backyard Farms, which gives those who were previously incarcerated a chance to give back to their communities through farming.
The campaign is meant to reflect Shinola's own brand values supporting local community, manufacturing and job creation. "We know that companies want to do more in America and, if we want to be competitive as a nation, we need to turn that 'want to' into a 'can do'," said Tom Kartsotis, founder of Shinola in a statement. "We hope this campaign inspires others to take on the challenges of creating enterprises in our country, building factories in our communities and investing in America's workforce. Our plan is to continue to grow and strengthen our mission by rolling up our sleeves, empowering our teams and leading by example."
The campaign debuted this week and will appear in key markets including Shinola's native Detroit, New York, Los Angeles, Chicago, Washington D.C. and San Francisco. The ads will run across outdoor, print, digital and social bearing the hashtag #Rollupoursleeves.