The Yard
Honest. Real. Authentic. The same adjectives used to describe the Dickies consumer were also used to describe the type of experience Dickies was looking to create to coincide with their new brand position created by GS+P.
Quickly realizing this assignment was going to call for a different set of rules, we threw out the old playbook and started scratching out our plans in the dirt. Sourcing our own materials and non-traditional partners, we were able to design a visceral experience that engaged consumers not just with the brand, but also with the product itself: the iconic 874 work pant.
The Dickies Yard provided festival-goers and extreme sport lovers a chance to get down and dirty with Dickies. At each stop, consumers were challenged to “Tough Tests” and given 8.74 seconds to bust a pair of tough-as-nails 874s. On stage, bands and artists (sourced by our partners at FiLTER) gave consumers intimate access.
Standing out, but fitting in, Dickies was successful in generating meaningful conversations, extending the conversation online to their social media sites and ultimately driving $200,000 in incremental revenue via dickies.com (tracked via coded coupons).
