Not On Sale
Reclaiming Labor Day to celebrate workers — not sales.
Labor Day was intended as a holiday to celebrate workers. Unfortunately, it has become a day of sales events — focused more on doorbuster deals and back-to-school discounts than the people it was originally designed to honor. To reclaim its true meaning, this past Labor Day, we rejected any type of sale or discount. Instead, we sold our products at full price and donated 100% of the profits back to the very workers who help build the world around us.
More here: Forbes, AdAge, Adweek, Creativity Editor’s Pick, and NotOnSale.com.
Launch Film
People Over Profits
We partnered with four organizations fully dedicated to supporting and fostering the skilled trades. In the spirit of honoring and rewarding workers on Labor Day, the entirety of Red Wing’s profits from September 5 were equally divided between these partner organizations.
The mission of BuildStrong Academy is to build, grow, accelerate and enhance homebuilding careers, industries and economies through the power of education, collaboration and innovation.
Women In Non Traditional Employment Roles is a non-profit work development program whose mission is to train, educate, and prepare women for transformative careers in the construction industry.
Helmets to Hardhats is a national, nonprofit program that connects transitioning military service members, veterans, National Guard and Reservists with training and career opportunities in construction.
Construction Careers Foundation exists to increase diversity and provide young people with enhanced access to employment opportunities in the construction trades.
Role: Head of Brand + Creative at Red Wing
Team: Matteo Capaldi, Jennifer David, Kim Lansing, Anton Peterson, and a massive effort from the team at Red Wing.
Directed by: Leo Aguirre / DP: Danyal Khan Niazi / Production Co: Stink Films