““…dams, bridges, solar farms and high-rises—all being tended to by real workers—are given the hero treatment, with sweeping shots and luxurious sound design (it’s well worth turning these ads up), all creating an intensity that puts the viewer right in the mix with the tradespeople.””
Timberland Pro:
Always Do Never Done
There are talkers and there are doers. Long live the doers.
In a world that worships vapid vloggers and long-winded twitter threads we tend to overlook the people who actually keep the world moving— the doers. They’re the skilled laborers who do everything from keeping the lights on to making sure bridges don’t crumble. The problem is, becoming a hard-working skilled laborer instead of an influencer isn’t as sexy as it should be.
To celebrate these workers, and address the skilled labor shortage, the “Always Do. Never Done.” campaign honors the oft overlooked workers building the world around us by showcasing their everyday heroism and bad-assery.
Year One.
YEAR TWO:
Created in response to the California wildfires of 2018. Because after the destruction gets all the headlines, skilled laborers are the heroes who help rebuild.
YEARS ONE CREDITS:
AGENCY: The Martin Agency
CD/ART DIRECTOR: Alex Zamiar
CD/WRITER: Jonathan Richman
CD: Trent Patterson
EXECUTIVE PRODUCER: Pamela Mahan
PRODUCER: Coleman Sweeney
PRODUCTION COMPANY: Humble
DIRECTOR: Raymond Bark
EDITORIAL HOUSE: White House Post
EDITOR: Chris Murphy
GRAPHICS: Carbon
YEARS TWO CREDITS:
AGENCY: The Martin Agency
CD/ART DIRECTOR: Alex Zamiar
CD/WRITER: Jonathan Richman
EXECUTIVE PRODUCER: Pamela Mahan
PRODUCER: Alex Scheer-Payne
PRODUCTION COMPANY: Slash Dynamic
DIRECTOR: Stian Smestad
EDITORIAL HOUSE: White House Post
EDITOR: Chris Murphy
GRAPHICS: Carbon