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Made in Dickies




  • Creative, 

  • Dev, 

  • PM, 

  • UX

The request

​​Support the EMEA launch of the "Made in Dickies" centennial campaign by creating creative assets for various touchpoints, including original content for a comprehensive media plan, campaign landing page, and email marketing templates.

The challenge

We embarked on the ultimate creative challenge: localising the campaign of an American brand for the European market. The "Made in Dickies" anniversary campaign sought to reinforce the workwear brand's heritage. With a significant media investment backing it, the goal was to enhance brand awareness by telling the story and values of Dickies to European consumers.

The insight

The cornerstone of our proposal was the brand's heritage, which we meticulously utilised to localise the content. We chose not to solely tie the communication to the narrative of iconic products; this helped create new brand awareness while simultaneously meeting the website conversion goals.

The solution

We emphasised Dickies' core values - courage, commitment, and a sense of belonging - that the EMEA audience could identify with. We structured them into a message matrix for media, integrated into the campaign landing page, and new email marketing templates.