Dockers: Always On by FCB West

Agency: FCB West
Client: Dockers
Date: Sep 2017
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The Dockers brand launched its new brand platform, “Always On,” a global campaign developed in collaboration with FCB West. The campaign appears globally in September.

The “Always On” creative platform inspires men to be ready for anything. From landing a first date to nailing a coveted job interview, Dockers helps guys prepare for the moments that matter most, big and small. The fall campaign introduces Dockers Smart 360 Flex Khaki, a new collection of khakis.

The campaign was shot by FCB West group creative director, Mike Long, along with

photographer Matthew Comer and evokes a sense of confidence and self-assurance with an underlying wittiness. Taglines including “Pants that Turn One Night into a Weekend” and “Pants that Show your Boss Who’s Boss” are paired with creative to tell a story of a guy ready for anything.


Client: Dockers (Levi’s)

Jen Sey CMO

Karen Riley-Grant VP, Dockers Global Marketing

Alex List Director, Dockers Global Marketing

Michele Essayan SR Project Manager, Dockers Global Marketing

Agency: FCB West

Karin Onsager-Birch Chief Creative Officer

Mike Long SVP, Group Creative Director

Drew Meiser Art Director

Frank Fusco Copywriter

Elizabeth Morse Head of Integrated Production

Danielle Soper Senior Producer

Simon White Chief Strategy Officer

Ryan Riley Planning Director

Arlene Bae SVP, Group Management Director

Nissa Gutierrez Account Supervisor

Casey Leong Assistant Account Executive


BOLD Content Production Company

Mike Long Director

Comer Photographer

Beast Editorial Post Production

Bob Spector Editor

Dave Burghardt Colorist & Flame Artist

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