Add to Collection
About

About

This 360º campaign brought the Carhartt "Relax, it's Tough" campaign alive in the digital space. It immersed users in an interactive representati… Read More
This 360º campaign brought the Carhartt "Relax, it's Tough" campaign alive in the digital space. It immersed users in an interactive representation of the TV spot, had rich-media banner ads, compelling behind the scenes footage and a mobile iPhone app. Read Less
Published:
Carhartt Integrated Campaign
Getcarhartt.com is an extension of the "Relax, it's Tough" Carhartt campaign. This microsite brings the "Wolves" TV spot to life online, immersing visitors into the very same scene as the TV spot. Visitors to the site can view the TV spot, as well as the alternate endings, read and submit Carhartt stories, explore the gear, find a retailer and more.

For the full experience, please visit getcarhartt.com.
This interactive banner invites user to try to fight off a wolf whose jaws are clenched around a Carhartt jacket sleeve. The user rolls their mouse back and forth as the wolf fights and fights until eventually succumbing to the sheer toughness of Carhartt. The banner then expands and allows users the ability to read short excerpts of the Carhartt Stories, enter their own story, explore the jacket, watch the commercial, and find a retailer. 
Screen capture of the aforementioned interactive banner.
The Carhartt Adventure Finder iPhone App allows users to randomly select adventures based on three variables: location, number of buddies, and toughness.

To populate this app with adventures we proposed partnering with several different event and trip planning companies. Companies such as:
• Zvents
• Metromix
• SonicLiving
• Zagat
• Cityserach
• Travelmuse

Once users choose an adventure they will be presented with recommended Carhartt Gear.
After the adventure, users will have the ability to record their feats by uploading videos, photos, stories or reviews to the microsite.

This application would also house a retail locator, serve up product recommendations, top product demonstrations, the TV spot as well as Behind the Scenes video content.


Behind the Scenes Video that was shot on location during the TV shoot. I scripted and directed this video.