KEEN Utility approached Hanson Dodge & Basic looking to tell a compelling story in order to build trust and credibility in a space dominated by brands that have been around for decades and push KEEN Utility into the mainstream of work footwear.
From there, the “Work Monumental. Live Monumental.” campaign was born, which focuses on brand ambassadors who live by the mantra, “what I do for a living, isn’t the only living I do.” The work consisted of brand work, brand activation and an integral campaign that included a new website, product and lifestyle photography and brand ambassador videos that told the stories of real KEEN Utility consumers.
CD: Joe Ciccarelli
AD: Ben Halpin
Designer: Ilya Slootsky