We Work So You Can Play

Campaign for LaCrosse Footwear aimed at working men in labor-intensive industries, with a three part strategy: online with a customized embroidered message through online store purchase during holidays, print ads juxtaposing various industries with the benefits society gains from their labors, and a "mobile" unit of vans and trucks to service the servicemen at their worksites.

Show your appreciation that hard worker in your life with a gift that will help them keep doing what they do, complete with an extra kick from you!

As a free add-on to online orders during the holidays, LaCrosse will offer a boot customization option, allowing customers to gift their loved ones with unique and personalized hand-stitched messages on their new pairs of boots, making a personal and practical gift.

The MBU will travel to work sites across the Northwest and give workers a chance to get their boots—LaCrosse brand or not—dried, cleaned, and even repaired at the end of the work day. The experience can be customized to offer coffee and food trucks, mobile massage parlors, and other amenities.