Shinola’s Uplifting New Ads Celebrate America’s Builders, Makers and Do-Gooders

Encourages people to give back to their communities

The campaign showcases people like Kevin Adler, founder of Miracle Messages.

America was built on hard work and elbow grease: people who chopped wood, hammered nails and didn’t take the easy route. Shinola, a brand whose story is built on the comeback of blue-collar Detroit, is celebrating today’s builders and do-gooders in its latest ad campaign from agency of record Partners & Spade.

The campaign, “Let’s Roll Up Our Sleeves,” features stories of philanthropists who help create job opportunities, much like Shinola, itself, did in Detroit. The company’s watches, bicycles and leather goods are crafted inside a former automotive factory there, and the company has employed more than 600 Motor City-based workers and played a part in the city’s renaissance.

“From the beginning, Shinola’s mission has been to create jobs, and all of our campaigns have celebrated that in some shape or form, whether it’s the people who are assembling our watches here in Detroit, or the amazing people in the city of Detroit that attracted us here,” said Bridget Russo, Shinola’s CMO. “This campaign is a message that, no matter what’s going on, if you have an idea and are passionate about something, you should go out and do it.”

The outdoor, print, digital and social ads feature people who are doing their part to create jobs and help others: Dr. Nadine Burke Harris, founder and CEO of the Center for Youth Wellness, a national effort to revolutionize pediatric medicine; Kevin Adler, founder of Miracle Messages, a nonprofit which reconnects people living on the streets with their loved ones; Richard Garcia, co-founder of Alma Backyard Farms, which employs people who were formerly incarcerated; and Brit Gilmore, president of The Giving Keys, which provides job opportunities to people transitioning out of homelessness.

Another ad, “Manifesto,” encourages people to make their communities better and follow their entrepreneurial goals with various mantras celebrating hard work. People are encouraged to share their stories through #RollUpOurSleeves, and attend experiential events later this year in Shinola’s six key markets of Detroit, New York, Chicago, Los Angeles, Washington D.C. and San Francisco.

“We had someone already give us a shout out on Twitter, saying, ‘This is how I’m rolling up my sleeves,’ who was going to South America to build houses,” Russo said. “It shows you that this kind of thing can happen anywhere.”



Agency:  Partners & Spade
ECD/Co-Founder: Anthony Sperduti
Art Director: Rob Matthews
Writer: Griffin Creech
Producer: Nathan Foulger
Portrait Photographer: Perry Ogden
Retouching: picturehouse + thesmalldarkroom
Digital: PMG
Media: MediaHub

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