Dickies
Made in Dickies
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The request
Dickies involved our team for the launch of the first brand campaign aimed at the EMEA market, a project with various activations and touchpoints.
The challenge
To introduce Dickies to European audiences as a quality lifestyle brand, we supported the launch of its first EMEA campaign across multiple channels, crafting an authentic narrative that stayed true to the brand’s workwear roots. Starting from a basic toolkit with no Europe-specific assets, we developed a compelling storytelling system with innovative audio-visual content, successfully adapting a US-focused campaign for the European market without losing the brand’s original spirit.
The outcome
We developed an integrated, multi-channel campaign that authentically and engagingly conveyed Dickies’ brand values. We produced original creative assets for various digital platforms, including an immersive landing page, designed as the destination for Meta, TikTok and YouTube ad campaigns, alongside a set of email marketing templates aimed at strengthening audience connection. The products were showcased in their everyday context thanks to the collaboration with Danish culinary collective Baka D’Busk. The digital storytelling was enhanced with audio-visual content, including ambient kitchen sounds inspired by ASMR trends. Static and video creatives were optimised for all social formats and key e-commerce touchpoints. The result? A cohesive, immersive narrative that introduced Dickies to the European market in a fresh, relevant way while staying true to the brand’s authentic identity."
