To raise awareness of Carhartt’s newly redesigned website, we invited fans to do something nobody expects a brand to allow: blow it up. Leaning into Carhartt’s rugged “Work Strong” ethos, we transformed the old Carhartt.com into an active construction site and cast visitors in the role of demolition expert.
Upon arrival, users were greeted by a hard-nosed Demolition Foreman who instructed them to select a tool — from explosives to heavy equipment — and help tear down the old site to make room for the new one. The playful, hands-on destruction became an instant draw, generating national and international earned media across blogs, industry publications and social platforms. Most importantly, it delivered a measurable business impact, more than doubling Carhartt’s average monthly online sales.
The experience even lived beyond the web, recreated as an on-site interactive kiosk at Work Strong Tour events.
Highlights:
Awards:
Upon arrival, users were greeted by a hard-nosed Demolition Foreman who instructed them to select a tool — from explosives to heavy equipment — and help tear down the old site to make room for the new one. The playful, hands-on destruction became an instant draw, generating national and international earned media across blogs, industry publications and social platforms. Most importantly, it delivered a measurable business impact, more than doubling Carhartt’s average monthly online sales.
The experience even lived beyond the web, recreated as an on-site interactive kiosk at Work Strong Tour events.
Highlights:
- Online sales increased to more than twice the monthly average
- Interactive experience extended as a kiosk at Work Strong Tour events
Awards:
- 2009 Web Marketing Association WebAwards – Outstanding Website
- 2008 The D Show (Adcraft Detroit) Awards – Best of Digital Gaming
Demolition Experience
Designed and developed by Chris Scinta and Andy Blockno. Sound FX not availabe.
Designed and developed by Chris Scinta and Andy Blockno. Sound FX not availabe.
Online Advertising / OLA
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Website Screenshots
Credits:
- Creative Leadership: Iain Lanivich
- Art Direction: Chris Scinta
- Animation & Development: Andy Blockno
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