Brew has created this film for Red Wing shoes, which feels like a mini-documentary that would be right at home playing on the Discovery Channel. To sell the handcrafted boot to blue-collar workers that use big machines and need a quality shoe that won't wear out. Red Wing pays homage to the Puritan Stitch machines they use to stitch the leather together. This sewing machine on steroids is quite the hard worker, and those who 'drive it like car' every day have honed their skills, which in the end makes a really tough boot. I think I need a pair now.
The first video, “The Puritan” will be released September 20th.. It profiles a 110-?year old original chain-? stitching machine that has been maintained with respect and love by generations of employees. Quite simply, they just don’t make them like that anymore. As told by the men and women who have spent decades perfecting their skill, this machine is used to achieve the signature triple stitch that adds strength to Red Wing products and indicates you’re wearing a premium quality Red Wing work boot. One quickly acquires a new sense of awareness, pride and appreciation of the specialized craftsmanship required to work The Puritan, while the premium quality that Red Wing Shoes delivers is easily apparent.
Lead lab technician, Eric Schulz says “I test everything here along the lines that I’m going to be wearing this product or my friends and family will wear this product.”
“We are extremely pleased with the online traffic generated by the four videos we released last spring. There was a significant increase in website traffic year over year during the days the videos were posted. We also saw website engagement double, as measured by time spent. In addition, a vast majority of site visitors were new. We will continue to develop our online presence to connect with a growing community of brand supporters and our valued customers,” said Peter Engel, Director of Marketing Communications at Red Wing Shoes.
Michelle Fitzgerald, Principal at Brew-?Creative said, “We worked diligently to capture the authentic culture and proprietary work ethic we saw throughout the Red Wing Shoe Company. The creative development for each film accurately portrays the depth of involvement and pride in product all Red Wing Shoes employees share.”
Film Director Patrick Pierson also stated, “Our goal is to take viewers inside the Red Wing Shoe Company and show them the remarkable tools and techniques the company uses to build their products.”
Ad agency: brew – a creative collaborative
Director/Editor: Patrick Pierson
Production: Token Media
Strategist: Michelle Fitzgerald
Agency Producer: Kelly Krumholz