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Creating Danner’s First Women’s Campaign

It was the perfect opportunity to celebrate Danner’s women’s work line. For the bootmaker’s first-ever ad buy targeting females in the trades, Nemo was on a mission to connect with this new audience on their terms.

CAPABILITIES

Campaign Strategy
Concept Development
Copywriting
Graphic Design
Video & Content Production
Blog Creation

Inspired by this insight, we crafted a campaign to spotlight tradeswomen as they are—multi-faceted, multi-talented and all driven by a greater purpose.

91% of women were feeling like advertisers didn’t get them.

Danner Boots are legendary for their craft. But the product stepped to the side this time so that a hard-working plumber, electrician and carpenter could share their unique challenges and wins in a male-dominated field. Cooperating with unions, contractors and building owners, we were able to capture active jobsites and non-staged work.

Not Token Women

In a landscape with very few products (or ads) tailored to women in construction, the campaign accelerated brand credibility and meaningful connection by letting the tradeswomen themselves do the talking.

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