09.06.10

Dickies 874 Work Pant Web film

TV/Radio Commercials, Consumer

The 874 Work Pant has evolved to include 28 variants of washed fabrics and distressed and pigment dyes and has inspired a franchise of workwear including work shirts, slim- and skinny-fit pants, cutoffs and women’s and children's versions. Junkyard is one in a series of Web films that are part of a larger integrated marketing campaign titled “874 Versus,” created by Goodby, Silverstein & Partners for the Williamson-Dickie Manufacturing Co. The campaign showcases the strength, versatility and spirit of the brand and the flagship product that's embraced by workers from all walks of life. The campaign addresses the Dickie’s heritage, the iconic pants and the people who wear them day in and day out; underscored by the tagline “Earn Them,” it illustrates the legacy of the 874 through a series of tough tests and hardcore everyday use.

Tim Semple, GSP/Matt McFaden, GSP, art directors; Jonathan Graham, GSP/Ryan Hoercher, GSP, writers; Marc Sobier, GSP, associate creative director; Rich Silverstein, GSP, creative director/Trevor Shepard, WoodShop Studios, creative director; Rick Condos, GSP/Hunter Hindman, GSP, executive creative directors; Nathan Robinson, Ntropic, VFX creative director; Dante Ariola, MJZ, director; Greig Fraser, MJZ, director of photography; Natalie Hill, MJZ/Bill Fortne, Lost Planet, producers; Hilary Coate, GSP/Jeff Scruton, MJZ/Gary Ward, Lost Planet/Sam Swisher, WoodShop Studios, executive producers; Jon Drawbaugh, GSP, broadcast producer; Melissa Warhaftig, Ntropic, VFX producer; Dana Townsend, Ntropic, VFX executive producer; Hank Corwin, Lost Planet, editor; Stefan Sonnenfeld, Company 3, colorist; Rich Silverstein, GSP, co-chairman.

goodbysilverstein.com874.dickies.com