Same Old
Upcycled Boots. Upcycled Ads.
The world’s first upcycled campaign. Literally. To tell the story that Red Wing boots stand the test of time and launch Red Wing’s first upcycled collection, we created a campaign entirely made of upcycled Red Wing ads and archival content. Nothing new was created for this effort — not the boots, not the ads, even the products were shot on old, expired film. What better way to convey Red Wing Heritage’s core promise: timelessness.
More here: Men’s Journal, Gear Patrol, Trendhunter, Maxim and RedWing.com
The Same Old Collection
Featuring limited-edition items from Red Wing’s vault, the Same Old Collection is a celebration of circular fashion, the brand’s history, and the fact that Red Wings last for decades.
The Upcycled Ads
Literally every ad we ran was upcycled from the Red Wing Shoe Co. Archives.
“Supersole” — Upcycled from 1984
“Forget your Feet” — Upcycled from 1984
“Billboard” — Upcycled from 1992
“Irish Setter” — Upcycled from 1963
“A Sure Cure for 5 o’clock Feet” — Upcycled from 1973
“Goodwill” — Upcycled from 1999
“Montage” — Upcycled from Many Years
Role: Head of Brand + Creative at Red Wing
Team: Ani Djaferian, Matteo Capaldi, space150, and a massive effort from the team at Red Wing