DULUTH TRADING COMPANY PAYS HOMAGE TO THE BOUNDLESS “WAYFORGERS” IN NATIONAL CAMPAIGN FROM PLANET PROPAGANDA
By thelaegotist / /
Biscuit Filmworks’ Rachel McDonald, Directs
Lifestyle brand, Duluth Trading Company, is featuring powerful stories of women they’ve coined “Wayforgers”–those who have forged their way into the world by building boundlessly, dreaming wildly and making bravely—in a national campaign launching this week across cable TV, paid digital and social. The campaign promotes and also marks a new positioning for Duluth’s women’s line, and was created by the brand’s longtime agency of record, Planet Propaganda.
Along with a female-heavy creative and production crew, the agency brought on commercial and film director, Rachel McDonald, to bring “Wayforgers” to life. McDonald’s acclaimed body of work includes acclaimed short films “Uganda: Friends of the Gorilla” and “Thirst” as well as award-winning campaigns for Facebook, IKEA, BMW and Microsoft.
The campaign artfully showcases Duluth’s bestselling women’s products standing up to the demands of the women who wear them, among them, t tattoo artists, pilots, dirt bikers, potters and ranchers.
Duluth Trading Company’s VP of Marketing, Neala Shepherd said, “Through this campaign, we are paying tribute to the exceptional women who inspire our brand and the designs of our product. Duluth Trading has always been a family of Wayforgers, those who tackle new challenges and buck convention, and this campaign shines a national spotlight on these women’s stories. These are stories that highlight their passion, resilience and ability to persevere.”
While the “Wayforgers” campaign was conceived of and shot prior to the COVID-19 pandemic, the inspiration it exudes is certainly a welcomed reprieve
CLIENT: Duluth Trading Company
SVP of Product and Creative: Ricker Schlecht
AGENCY: Planet Propaganda
PRODUCTION COMPANY: Biscuit Filmworks
Director: Rachel McDonald
Partner/Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Line Producer: Maury Strong
Heads of Production: Mercedes Allen-Sarria, Rachel Glaub
Director of Photography: Natalie Kingston
Production Designer: Leila Dallal
POST PRODUCTION COMPANY: Cabin Editing Company/Shape + Light
Editorial: Cabin Editing Company
Editor: Isaac Chen
Managing Partner: Carr Schilling
Executive Producer: Remy Foxx
Executive Producer: Adam Becht
Producer: Liz Lydecker
Assistant Editor: Edward Khoma
Lead Flame: Austin Lewis
Producer: Arielle Weir
COLOR: Moving Picture Company
Colorist:R icky Gausis
Executive Producer: Meghan Lang
Producer: Sasha Pace
MIX: Lime
Mix Engineer: Tom Paolantonio
Executive Producer: Susie Boyajan
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