Earn Them

For two years I was a CD on Dickies at Goodby. This was my favorite campaign I’ve ever made. Yes, the masculinity of it is a bit dated, but the minimalism of a $29 pair of pants and the attitude that goes with it will never be lost on me.

We launched this campaign with the tagline stickered on plexiglass cases with mallets attached to them. The pants were inside. We hung these like fire extinguishers around the city and half of them were taken. We didn’t even record it or we would have won the Lion I’m sure. The social videos and print did that work for us