Alaskan Hardgear: Life Less Soft by Planet Propaganda
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Workwear retailer Duluth Trading Co. is unveiling the first major advertising campaign for its Alaskan Hardgear brand in partnership with its longtime agency of record, Planet Propaganda.
The new campaign’s tentpole is a 30-second spot that showcases the exploits of real Alaskan workers in an imposing winter landscape, playfully juxtaposed with Leslie Gore’s 1963 hit song “Sunshine, Lollipops, and Rainbows.” 15-second spots (view examples here and here) cut for digital and social feature the same depictions of rough Alaskan life, bookended by the brand’s “Live Life Less Soft” mantra.
The campaign is the product of twice-yearly trips to Alaska that Duluth Trading and Planet’s creative teams have taken in search of real workers—from avalanche hunters and lumber mill workers to dockworkers and ice harvesters—to serve as authentic avatars for the brand’s Alaska-tough performance workwear. It also marks the first time Alaskan Hardgear is being advertised on streaming TV and digital/social video.
Credits
Planet Propaganda
Dana Lytle, Executive Creative Director
Brian Hucek, Creative Director
Kevin Longino, Creative Director
Katie Roach, Executive Producer
Emily Steele, Account Director
Karmin Arnold, Senior Account Executive
Duluth Trading Company
Lori Buscaglia, Creative Director
Ricker Schlecht, VP Product Development
Optimus
Tracy Spera, Executive Producer
Alex Campbell, Assistant Producer
Mike Berg, Editor
Jenny Schaye, Assistant Editor
Marina Killion, Senior Audio Engineer
Zach Scheitlin, Audio Assistant
Paul Galati, Colorist
Kalvin Johnson, Assistant Colorist
Jim Moss, Effects Artist
Connor Luczak, Finish Assistant
Jason Kerman, Finish Assistant
Red Eye Reps
Maren Levinson, Rep
Corey Arnold, Director
Aly Nicklaus, DP
Michelle Boucher, Line Producer
