Hultafors Group, the manufacturer of Solid Gear safety shoes wanted a fresh new approach, and to emphasize the high level of technique, comfort and coolness of the shoes. SQUAWS went straight to work and came up with the new creative footprint: 'Solid Gear. Every man counts', in recognition that workplace safety is a common concern. No man can be dispensed in a work crew. The campaign 'Access all areas' is following a rock crew on tour, showing the shoes at work on all surfaces. The campaign is inviting craftsmen to participate in competitions on their mobile.

Deliverables:

Brand platform

On-line campaign

Radio spot and promotion

Trade and POS