Wolverine Worldwide was looking to expand their brand internationally, reach new audiences and increase conversion by giving people a reason to commit to the brand. This pitch built off of market trends, world values and a core human insight: Life is what you make it. Inspired by the brand’s DNA of originality, passion for and knowledge of craft, getting it right and the drive to make/build/create that comes from emotional achievement as well as practical results, we brought the brand to life through our Make Tomorrow campaign.
The Make Tomorrow Project aimed to position Wolverine as the official supporter of all doers, makers and creators. People with a plan and a purpose – much like the brand. Submissions were solicited, showcased and some were to be funded. In turn, the brand rose above the sea of workboat brands with a clearly articulated mission and value proposition - to make tomorrow.
