Hasta La Creative!

Carhartt’s in-house creative team worked with production company Furlined to launch a fall integrated advertising campaign promoting the brand’s Rain Defender technology, available in select outerwear, sweatshirts, pants and accessories.

To showcase the Rain Defender technology in the 60-second “Weatherman” the Carhartt and Furlined team traveled to rainy Washington state to capture arborists, dock workers, farmers, and ranchers battling the elements in Carhartt gear to get the job done. The spot opens on a man watching a weather report calling for clear skies and sunny weather. “Leave the rain gear at home,” the weatherman says, but when he glances outside he sees it is already raining. He slips on his Carhartt jacket, steps outside, and gets to work.

“…hardworking men and women trust their Carhartt, not their local weather forecast,” said Tony Ambroza, senior vice president of marketing at Carhartt. “Having gear that protects against even the
harshest weather conditions is just as important to them as their work truck, tool belt, hard hat, etcetera – they want to be prepared for whatever Mother Nature throws at them.”

The broadcast campaign will run primarily across national sports and outdoor programming networks, and will be aided by digital support on social media and sports websites. (more…)

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If you know a runner or are one yourself, you know that plodding on a path day after day requires a reason. Some take the pain to lose weight, while others are addicted to the runner’s high. Running can be the foundation of a community or the motivation for recovery. In Dick’s Sporting Goods’ latest campaign created by Greenpoint Pictures and Anomaly NY, 13 runners share their personal stories. Starting on March 7th, one video has been released every week. Beneath each story, viewers can click to buy gear or share their own story via the #RunFor Facebook campaign.

For an organization that seems like your bludgeoning American sports store next door, Dick’s appeals to a wider audience with this series of sensitive portraits. We’re all athletes to some degree, and running is an activity we have in common, whether we hobbled along in middle school gym or undertook a couple marathons. In Week 12’s video, cancer survivor Meggan Janota says what should be the sub-tagline of this campaign: “You run by yourself, but you’re not alone.” By capturing this community, Dick’s Sporting Goods inspires and drives.

Credits after the jump

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