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ToWorkFor: Will Smith
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In order to draw attention to the launch of its new workwear collection, the brand challenged the agency Stream and Tough Guy to create a communication campaign for Europe. Thus, the "Risky Advertising for Safety Workwear" campaign was born. An admittedly risky campaign, which manages to associate three well-known international names with the TOWORKFOR brand. How? Turning them into questions: "WILL SMITH?"; "WESLEY SNIPES?" and "CAN TOM CRUISE?" are the three enigmatic questions present in an outdoor, print and digital campaign - the names contained in the questions and the brand name are clearly visible for easy association. The communication pieces also invite us to know the answers to the questions through three films hosted on the brand's digital channels, where an Anne Smith, a Wesley Fowler and a Tom Wilson, rigorously protected with the new TOWORKFOR safety workwear collection, are challenged to do something risky.
Marketing Director: Orlando Andrade Project manager: Inês Abreu Lima Related |
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