Red Wing / Labor Day On

What used to be a celebration of the social and economic achievements of the American worker is now synonymous with the end of summer, the start of school, a weekend of door-buster deals and, for most Americans, a day off. Unless, of course, you don’t have a job. Record unemployment numbers have been a headline for most of 2020, and we knew there would be more than 25 million people without jobs on Labor Day. So, we thought, what if we reclaimed the meaning of Labor Day and made it about the American worker again? What if instead of taking a day off, we went to work for the millions of unemployed Americans? What if instead of promoting sales and discounts, we promoted jobs instead? That’s how #LaborDayOn came to be.

But Red Wing alone couldn’t provide enough jobs for millions of unemployed Americans, so we put out a call to anyone who had a job to post, and created a Labor Day On campaign website to download assets and see the brands who have already committed.

And to set the tone, Red Wing forwent all product sales in their 525+ stores across the nation, converting them into hubs for people to apply for local trade jobs. They also transformed their customer service line into a job search hotline to offer both free guidance as well as a way to help connect the unemployed to more open positions. And they created a film (below) where you can apply to open jobs directly through the film itself.