Happy Birthday Carhartt!
Our friends at Carhartt have two reasons to celebrate this year. 2014 marks both their 125th year in business and the 20th birthday of their European offshoot, Work in Progress.
We just couldn’t resist doing something special to mark the occasion. As a fully integrated creative agency… and self proclaimed Carhartt fanatics… heritage in branding is a subject close to our hearts. Seizing the opportunity to stand and salute the continued success of Carhartt, the Sparks kicked their brain boxes into gear to create a fitting tribute.
So, what to do?
For most of us, the sign of a great 20th birthday celebration is one you don’t remember. We couldn’t let that happen for Work in Progress. We needed to give them a gift they would remember. Something that would stand the test of time. Something they could treasure. Much like the way we feel about a well-worn pair of Carhartt jeans.
A present this good was going to need our Sparks on top form. Luckily, as ever, they rose to the challenge and a unique, hand-crafted work of art was the result.
As with the birth of Carhartt, the intricate weave had to start somewhere. Even when the initial thread was bound to the first nail, there was no guarantee as to how it would finish.
We eagerly anticipated the final result.
The weave twisted and turned, going from strength to strength, gradually revealing the piece in all it’s glory. Rugged character, longevity and durability from a single, golden thread. A reflection of Carhartt’s journey from inception to this current milestone. Where our weave had to finish, Carhartt’s has no intention and is still going as strong as ever. Renowned for exceptional quality and outstanding design, the brand is set to power on for another century.
Like any good birthday present, it wasn’t easy to give away. Luckily we knew it was going to a good home.
Chuffed to bits with the result, the Sparks couldn’t wait to see Carhartt’s reaction.
As predicted, they loved it as much as we did.