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Team Detroit is developing an integrated ad campaign for the Carhartt brand of clothes and shoes. Carhartt’s primary customer base has been blue-collar workers.
The multi-million dollar effort, due to break in September, will include traditional and digital ads, according to the WPP Group shop. Team Detroit landed the assignment after showing credentials and work to client executives during a series of meetings that began in January, said agency managing director Brad Audet.
“Carhartt has challenged us to create a campaign that transcends the work environment and moves into a more lifestyle-focused area,” said Greg Braun, executive creative director at the Dearborn, Mich.,
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