Piper Alkonis

CARHARTT

During the COVID-19 pandemic, immigrant farmers were deemed “essential workers” despite years of being labeled “illegal”.

While the country does not have the back of the hands that feed us, Carhatt does.

TV SPOT:
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GOT YOUR BACK
COUPON

Immigrant farmers were given an ID declaring their “essential worker” status.

Carhartt turns their essential worker ID into a coupon for free Carhartt workwear.

Shipping containers turned into pop up stores will come to the farms in Central California & other locations where these immigrants live.

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Ads will be placed in phone booths as many immigrant famers use them to communicate with family in Mexico.

Copywriters: Matt Ostler, Andrew Rhee
Director: Caleb Blackhurst
Director of Photography: Bentley Rawle
Producers: Gabi Russel, Madi Hill
Art Directors: Piper Alkonis, Sammy Jameson

 

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