Dockers: advert-top-1 by FCB West
- Location:
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.
Credits
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
Production
BOLD Content Production Company
Mike Long Director
Comer Photographer
Beast Editorial Post Production
Bob Spector Editor
Dave Burghardt Colorist & Flame Artist
