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Red Wing Shoes is Turning Its Stores into Job Hubs with #LaborDayOn Movement

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Brand teams with Droga5 New York to call on brands to join them in using their own social, marketing and retail channels on Labor Day to post all job openings they have available

Red Wing Shoes is Turning Its Stores into Job Hubs with #LaborDayOn Movement

Red Wing Shoe Company today announced its intention to bring back the true meaning of Labor Day with its #LaborDayOn initiative, which will look to help the 25 million unemployed Americans find jobs by switching from promoting its purpose-built footwear to promoting jobs. Red Wing is calling on brands to join them in using their own social, marketing and retail channels on Labor Day to post all job openings they have available or know about using the hashtag #LaborDayOn. And to show they’re serious about #LaborDayOn, Red Wing will be transforming over 525 of its stores into hubs for people to search for local trade jobs.  

For 115 years, Minnesota-born shoe company Red Wing has made boots for those who have built America. But today more than 25 million Americans have lost their jobs. As Labor Day quickly approaches, a day dedicated to the economic achievements of American workers, it will be foreshadowed by one of the highest unemployment rates in over 100 years. Inspired by this current crisis, Red Wing is turning a holiday that’s become synonymous with discounts, sales and doorbuster deals back into a day for the American worker.

To get the word out and give people more access to job opportunities, Red Wing took out a New York Times ad today to call on other brands to join the #LaborDayOn movement by posting any and all job openings they have on September 7th.  

In addition to switching their stores into job hubs, they’re also transforming their customer service line, 800-RED-WING, into a job search hotline to offer both free guidance as well to help connect the unemployed to more open positions. Finally, Red Wing has swapped product for potential (job listings) in its latest advertising film that features clickable, open positions that link to open jobs at Red Wing.

“Red Wing knows that by shining the light on even just one job, this could be the first step in an opportunity for someone to find work and support their family. Our hope is to start a movement and leverage our own channels to highlight these jobs and help Americans end Labor Day on a high note --- with a new job to celebrate,” said Dave Schneider, chief marketing officer at Red Wing Shoe Company. “But we know as one brand we can’t do it alone. That’s why we are calling on brands across the country to join us on reclaiming Labor Day for the workers of this country. And right now, that means helping as many Americans as we can get back to work.” 

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Agency: Droga5 NY

Creative Chairman: David Droga

Co-Chief Creative Officer: Tim Gordon

Co-Chief Creative Officer: Felix Richter

Executive Creative Director: Scott Bell

Creative Director: Dustin Tomes

Creative Director: Jono Paull

Copywriter: Emily Chang

Art Director: Astrid Andujar

Copywriter: Mia Rafowitz

Art Director: Cara Cecchini

Associate Design Director: Kathryn Brylinski

Senior Designer: Rachel Hess

Senior UX Designer: James Garvey

Senior Music Supervisor: Mike Ladman

Executive Producer, Interactive: Shayan Amir-Hosseini

Senior Producer, Interactive: Alyssa Cashman

Executive Producer, Print: Alyssa Dolman

Group Strategy Director: Nick Maschmeyer

Strategist: Britt Lynch

Chief Media Officer: Colleen Leddy

Group Communications Strategy Director: Delphine McKinley

Senior Communications Strategist: Clark Cofer

Data Strategist: Daria Koren

Managing Director: Dan Gonda

Account Director: Michelle Villarreal

Account Supervisor: Melissa Pasternak

Account Supervisor: Hayley Howell

Head of Project Manager: Paul Eckelmann

Jr. Project Manager: Oliver Pleydle

Senior Business Affairs: Ann Marie Turbitt


Client: Red Wing

Vice President & Chief Marketing Officer: Dave Schneider

Director of Brand & Creative: Aaron Seymour-Anderson

Sr. Director, Marketing Global Work: Bryce Wernsman


Production Company: Second Child

Managing Director: Scott Chinn

Editor: Nina Sacharow

Assistant Editor: Andrew Davenport

Senior Post Producer: Sara Mills

Senior Post Producer: Sari Resnick

Design Director: Pravin Chottera

Sound Mixer: Jesse Peterson

Categories: Shoes, Clothing and Fashion

Droga5 New York, Tue, 01 Sep 2020 14:01:08 GMT