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NEW YORK Avrett Free Ginsberg speaks to the emotional side of blue-collar workers and outdoorsmen in a new campaign for boot maker Wolverine, an account the agency picked up in February.
The campaign, which broke in the July issues of FHM and Sports Illustrated and on cable networks this month, targets “hard labor sort of guys as well as rugged hunters, hikers and campers,” said Rory Braunstein, group creative director at AFG in New York.
“The jobs that those guys do are not that dramatic, but often the environment around them is,” Braunstein said.
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