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The campaign addresses the brand’s heritage, iconic 874 work pants and diverse communities of consumers who wear them day in and day out.

Dickies recently approached the St. Louis-based experiential marketing agency Switch, requesting that the agency develop an experiential extension of Dickies’ new “874 Versus” campaign launched by its advertising/marketing agency Goodby, Silverstein & Partners (GSP).


Underscored by the campaign tagline “Earn Them,” the 874 Versus campaign illustrates the hardworking legacy of the original 874 work pant through a diverse series of tough tests and everyday uses. The campaign addresses the brand’s heritage, iconic 874 work pants and diverse communities of consumers who wear them day in and day out.

Switch responded with a grassroots traveling experience designed to enhance the consumer’s experience, giving them access to artist and athlete interviews as well as a place to see first-hand how tough and durable Dickies 874s really are.

Dickies’ traveling experience, “The Yard,” produced by Switch kicked off June 25 in Seattle, Wa. with the Capitol Hill Block Party.

The three-day event featured appearances from bands secured by partner FILTER on a stage built from a refurbished shipping container. Next to the stage in a chain-linked dugout tent, consumers got to put Dickies’ iconic 874 work pants, and each other, to the test in the form of an 874 work pant tug-of-war and tough tests that encouraged participants to use sanders, razors and weed eaters to try to destroy the pants. An emcee took questions from the audience, while the action was captured then featured on the Dickies Facebook and YouTube channels, driving consumers online where the brand could continue the dialogue.

The traveling event will continue through October with upcoming stops planned at the Dew Tour in Salt Lake City, Utah (September 16-19); the Dew Tour Championships in Las Vegas, Nev. (October 14-17}; the Texas State Fair in Dallas, Texas (September 29-October 3); and the VooDoo Festival in New Orleans, La. (October 29-31).

 

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