How do you build relevance with people who value tangible proof above all else? That question shaped our latest campaign for Thorogood, Built for the Shift. For starters, if you’re going to say “Made in USA,” you have to mean it. For Thorogood, that means 130 years of Wisconsin craftsmanship and a 130-step manufacturing process built around durability and comfort. Performance isn’t a message here. It’s a daily requirement. So we focused on the shared pride between the hands that make the boots and the hands that rely on them. Built for the Shift holds to the same standard the work demands. That’s what it means to Stand for Work. #WeAreTheVariable #bluecollar #creative