Global Comms Planning
Dickies® Workwear
Repositioned Dickies for the future of work with a new tagline, Yours To Make, and a three-year communications plan.
Agency: Sid Lee | Role: Strategy Director
As part of its acquisition by VF Corporation, Dickies began a process of business and brand transformation. I along with the creative team at Sid Lee developed a new brand platform to inform the company’s next decade of communications.
Our creative north star Yours To Make provides an optimistic perspective on work while speaking to a broad global customer base (workwear and lifestyle). To sell it in, we showed how communications would work across a three-year marketing calendar.
See The Drum’s coverage of the campaign kickoff video here.