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Carhartt "Demolition" Digital Campaign

6/1/2008

 
Picture
The "Demolition" digital campaign was created to raise awareness of Carhartt’s redesigned website. Playing off the “Work Strong” theme, and the true nature of the Carhartt brand, the old website was redesigned to appear as a construction scene. When a visitor came to carhartt.com, they were greeted by the Demolition foreman — who asked them to help demolish the old website by selecting a tool of their choice. The campaign generated both national and international earned media through blogs, industry publications and social media posts. And most importantly, increased online sales by more than double the monthly average.

Campaign Highlights & Awards:
  • 2009 Web Marketing Association WebAwards; Outstanding Website
  • 2008 The D Show (Detroit) Awards; Best of Digital Gaming
  • Increased online sales by more than double the monthly average
  • The experience was recreated as a kiosk featured at the Work Strong Tour events

Online Advertising / OLA
*Adobe Flash required

Demolition Experience
(designed and developed by Chris Scinta and Andy Blockno)
*Adobe Flash required

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    About

    Iain Lanivich is an award–winning, executive-level creative director and brand storyteller with over 22 years of experience.

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Iain Lanivich  |  Executive Creative Director  |  iain.lanivich@gmail.com  | View Resume