It's not just workwear, it's furkwear.

The blue-collar workforce was changing, and Red Kap needed to keep up. We were tasked with reintroducing the heritage workwear brand to a new generation of workers with different priorities and perspectives.

Workwear advertising is packed with burly dudes doing Clint Eastwood impressions. Real blue-collar workers are proud of what they do, sure, but they also want to have fun and feel like themselves on the clock.

An unexpected, genuinely funny brand campaign that positions Red Kap at the sweet spot between fun and work. It all hinges around an ownable, endlessly repeatable word that feels like an HR violation. Plausible deniability furking rocks.