DODGEVILLE, Wis. — Business Outfitters by Lands’ End has won a gold ADDY Award from the American Advertising Federation Madison, an organization committed to the development of the advertising, marketing and communications community in the greater Madison area, for its “Strength Defines Us” campaign. The compelling campaign visuals and video were developed for the Lands’ End WorkWear Collection, which features apparel for tough jobs like construction, warehouse work and more. The American Advertising Awards is the advertising industry’s largest and most representative competition to recognize the best in creative excellence in advertising.
The dynamic winning campaign visuals and video featured Lands’ End employees in WorkWear apparel, portraying the story of the real people who use the line every day. The finished product captured the simple yet dynamic story behind the Lands’ End maintenance team, what quality means to them and how they take pride in what they wear to work every day and how they do their jobs. Built around the workers themselves, the campaign created a lifestyle concept using authentic personal stories to forge an authentic customer connection.
“It’s an honor to be recognized by the American Advertising Federation Madison for our team’s creativity in developing a campaign that is near and dear to all of us at Lands’ End,” said Joe Ferreri, senior vice president, Lands’ End Outfitters. “This award presents a unique distinction because it comes from our local Madison community for a campaign that features our very own employees and the hard work and dedication they bring to their jobs at Lands’ End every day.”
The campaign video and images were shot at the Lands’ End headquarters in the workshop and warehouses, portraying a day in the life of the company maintenance staff. As part of a multichannel marketing effort, the video was distributed on the Lands’ End website and over the company’s social media channels. Additionally, the campaign images appeared in the Lands’ End print catalog, as well as in print advertising, email and digital and banner advertising.
The awards were presented on Saturday, February 25 at the Union South in Madison, Wis. Lands’ End will advance to the 8th District competition, where they will compete against the top regional winning advertising campaigns. The winning WorkWear video can be viewed on Lands’ End’s YouTube page here.
