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His name is Wesley, and yeah, he snipes!
“TOWORKFOR operates in a very competitive market, together with well-known brands with much bigger communication budgets (Timberland, Cat, Carhart, among others.). This means we have to make “more noise”, with less investment. Whatever we did had to, forcibly, attract attention. And that's just as well, because that boldness, that challenger's courage, is very much present in the brand's DNA. Without risk, there would be no reason for TOWORKFOR to exist.”, Miguel Durão - Creative Partner at Stream and Tough Guy.
Thus, the “Risky Advertising for Safety Workwear” campaign was born.