Shinola & PMG
Campaign Strategy | Creative Execution | Branded Content | Video Production
Shinola is a luxury retail brand that manufactures watches, leather goods, jewelry, audio, and bicycles. Their brand values are American-built products, job creation, and investing in people. We had the opportunity to work with them on their "Let's Roll Up Our Sleeves" campaign providing strategy and execution for creative, media, social, and influencer verticals.
Our idea was to film a community of people coming together to hand paint a mural that read "Let’s Roll Up Our Sleeves" on location in Detroit. The video shows the essence behind the campaign. People coming together to achieve something great without focusing on one person. The focus is the whole community.
My Role: Art Direction, Creative Strategy
Agencies Involved: PMG Advertising Agency, Red Productions
While on location at a farmer's market in Detroit, we filmed interviews of leaders in the community driving positive social impact initiatives while market goers made their marks on the branded mural.
Our team also created and implemented the campaign's display media strategy and collateral. We worked on audience segmentation (publisher recommendations and affinity target recommendations), consumer experience (landing page recommendations and A/B testing), and creative direction (display creative learnings and photography recommendations).
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