Dickies has launched a search for ‘real’ tradespeople to model its clothing and footwear, in an attempt to break away from traditional workwear advertising.
Photography will be shot on site at successful applicants’ places of work – or within a typical working environment – and images will be used in print advertising, brochures and flyers, plus in social media activity.
Content will be focused on the tradespersons’ passion for work and how their workwear supports them on a daily basis.
James Whitaker, Marketing Director for Dickies, commented: “Dickies is designed and made for real tradespeople, so it makes sense to use those who rely on our workwear to model our ranges.
“We are striving for our advertising to be authentic. We don’t mind if our ‘real’ models have pot bellies, tattoos, yesterday’s stubble and there is no age limit! We hope that showcasing our workwear on other tradespeople will resonate well with our customers.”
Those who wish to put themselves forward for consideration can apply via email to firstname.lastname@example.org, using the subject line ‘Make me a Dickies model’. Applicants should include a photo, plus their name, age, location, measurements and their trade.
The Dickies marketing team will select a range of tradespeople of different ages from across the country, visiting and photographing/filming each model in their place of work. The campaign will run throughout 2018 and beyond.