Dickies Yours to Make Campaign
March 2021 - We launched the new Dickies Philippines with our “Yours to Make” campaign. We chose to hone in on the themes of heritage, community, and passion.
To Dickies, making has evolved into building one’s independent voice in a hyperconnected world of increasing diversity. In the Philippines, Dickies aims to continue to continue working with select creatives and makers that resonate with these brand values.
Why do we do what we do?
For this campaign, we featured individuals who push the narrative forward in their respective fields, and create things that are made to last.
Each personality was chosen based on their body of work and contribution in the communities they represent. The makers featured in this campaign were a mix of artists and influencers who also fans of the Dickies brand.
Omar Baliw
Omar Baliw is a rapper and entrepreneur based in Metro Manila. If he’s not releasing hit hip-hop albums he works on HIGHMINDS, a local independent brand with more than ten years of business. Omar Baliw represents a respect for craft and a dedication to provide for family, themes he explores in his music as well as in his lifestyle.
Thysz Estrada
Thysz Estrada is a creative director, LGBTQ+ member and advocate, and patron of the creative community, specifically local streetwear brands. She’s been a panelist in several workshops and discussions surrounding the topics of gender and local street culture under San Miguel, PURVEYR, and more.
Indio
Indio is an MC and barber at Slick Barbers at Yague St., Makati City. Inspired by the glory days of local neighborhood barbershops, Indio and his crew have built Slick Barbers into a pillar of their local community over the years. Slick Barbers remains an important landmark for many subcultures, having been a sanctuary for like minded individuals and an event space for many artists.
Flo Trinidad
Florian Trinidad, also known as Flo, is a stylist based in Metro Manila. Her commercial and editorial work has been featured on several campaigns for retail brands across the country, built on an aesthetic style that is both current and authentic.
Waiian
Waiian, a young rapper based in Metro Manila. Representing a vibrant generation in music, Waiian’s music comes in both English and Tagalog and has racked millions of streams.
Campaign Results
9.4M
IMPRESSIONS
8M
REACH
+30.4%
FACEBOOK FAN INCREASE
PHP 4.6M
EARNED MEDIA VALUE