Duluth Trading’s longtime agency of record, Planet Propaganda, teamed with director Rachel McDonald of Biscuit Filmworks on a campaign which includes this anthem spot “Wayforgers.” The “Wayforgers” platform celebrates real women who forge their way in the world by building boundlessly, dreaming wildly and making bravely.
Along with a majority female creative and production crew, McDonald and Planet Propaganda created the anthem commercial bringing “Wayforgers” powerful stories to life. The new branding campaign will feature Duluth Trading’s bestselling products, like Fire Hose Pants and No Yank Tank, standing up to the demands of the women who wear them–tattoo artists, pilots, dirt bikers, potters, ranchers and more.
McDonald’s work includes the short films “Uganda: Friends of the Gorilla” and “Thirst” as well as campaigns for the likes of Facebook, IKEA, BMW and Microsoft.
All ads in the Duluth campaign will run nationally on cable TV, digital video and through paid and owned social channels. A newly re-designed product catalog has launched to coincide with the new branding.
“No matter age, size, race or ability, women need clothes that don’t get in their way but, instead, help them forge it,” said Emily Steele, account director at Planet Propaganda. “This campaign and positioning are all about highlighting powerful women forging their way — whether that’s through making flight plans, throwing pots or simply living life on their own terms. The best part was assembling a team of equally formidable women to help bring this concept to life from director and copywriter to executive producer and production designer.”
