Dickies

We worked with Goodby, Silverstein & Partners on the development of a rich media campaign for Dickies workwear. The creative consisted of multiple page takeover executions on popular destinations such as ESPN and Sports Illustrated.

When a plumber jiggles the handle on a broken toilet, first the toilet, then the entire page begins to leak and spray water, resulting in a high pressure explosion that reveals water pipes behind the page. The banner continues to animate with the campaign’s ‘Life Hurts’ message followed by a focus on the short sleeve work shirt. The takeaway is that Dickies workwear can stand up to just about anything you throw at it.

Below is a scaled down version of the creative execution. You can see a larger version by clicking here.