To celebrate 100 years of Dickies, we created 'Made To Last', a documentary exploring American resilience through diverse voices, streaming globally on Vice TV and Amazon Prime.
The Brief
We were asked to create a campaign that paid homage to the brand's past, whilst simultaneously celebrating the future they’re trying to build. We pitched the idea of making a TV Documentary instead of an advertising campaign, providing us with a platform to tell the story with the beauty and grace it deserved.
The Project
Made To Last - a feature length TV documentary, explores American grit and resilience through the eyes of an an all-American rancher, a Chicana mechanic and a DIY skate park. The film explores what it takes to create a legacy and make it last for generations to come.
Streaming around the world on Vice TV, we created a piece of branded entertainment with a powerful message. One of unity, hope and humility.
The Impact
The documentary received 1.8 million views in its opening month, critical acclaim, and created a brand uplift in consumer connection and loyalty on a global scale. After it's run on Viceland TV, it was picked up by Amazon Prime and is still being distributed world wide.
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