As part of the campaign, we also did an activation at SA Fashion Week. We had a crew of people head-to-toe in Dickies arrive at the show and were trending number 4 on Twitter in SA.
Photographer: Kgomotso Neto
Dickies
The brand Dickies has deep roots in South Africa. The brand is often worn by and associated with the pantsula dancers of South Africa. The brief was to embrace these deep roots as well as bring it's presence to a more diverse market with special attention paid to their new 847 pants. We made the unconventional decision to not include the logo on the executions in a traditional way, but rather have the logo live in the environment, celebrating the brand's alternative offbeat image. The campaign was created while working at Collective ID and in partnership with Book of Swag. The campaign line, "It Runs Deep" was around the sentiment of the relationships we have in our lives: Love Runs Deep, Friendship Runs Deep, Family Runs Deep. And Dickies, of course, runs deep in South Africa. Art Directors: Amy Harrison, Rendani Nemakhavhani Copywriter: Lerato Mbangeni Photographer: Kgomotso Neto Creative Director: Judith Nonkosi DTP: Anton Katz