Red Wing- Wall of Honor

Red Wing wanted to connect with Millennial craftsmen. We found that the younger craftsmen trust and seek the opinions of the most experienced people on the job site. As a result, we developed a campaign that gave those veteran workers a platform to share their monumental work achievements with the world. Connecting generations of craftsmen through their common love of the trades and amazing work that is still being done in Red Wing boots today. At the core of the campaign was the Wall of Honor: a physical and digital installation that honors its tradesmen through their real-life, user-submitted stories. The Wall of Honor campaign spanned physical, digital and social, and brought Red Wing Shoes’ purpose to life for the first time.