Shinola Encourages America to ‘Roll Up Our Sleeves’

The Detroit-based watch brand has launched a new ad campaign celebrating the American worker and those creating jobs and opportunities across the country.

Brecken Branstrator brecken.branstrator@nationaljeweler.com

Shinola’s new “Let’s Roll Up Our Sleeves” campaign is celebrating those who are helping create jobs across the country. Here is one example, featuring Nadine Burke Harris, founder and CEO of the Center for Youth Wellness.

Detroit--In its latest marketing campaign, Shinola is celebrating the American worker.

Running under the tagline “Let’s Roll Up Our Sleeves,” the campaign features a series of ads with inspiring messages “rallying people from across the land to work together for a greater good,” the brand said.

This reflects the Detroit-based company’s interest in creating jobs in manufacturing sectors, especially in those that have mostly gone oversees.

Shot by photographer and film director Perry Ogden, the campaign spotlights individuals who have made a difference in their communities and their stories.

Here’s a look at the four leaders who have “rolled up their sleeves” to create jobs and new opportunities in the U.S. and are featured in the initial rollout of the campaign:
--Nadine Burke Harris, founder and CEO of the Center for Youth Wellness, which aims to revolutionize pediatric medicine and transform the way society responds to children exposed to adverse childhood experiences and toxic stress;
--Kevin Adler, founder of Miracle Messages, a non-profit that reconnects people living on the streets with loved ones through short video messages and social media;
--Brit Gilmore, president of the The Giving Keys, an organization that provides job opportunities to people transitioning out of homelessness;
--Richard D. Garcia, co-founder of Alma Backyard Farms, an organization that creates opportunities for women and men who were incarcerated to give back to their communities by growing food in and for these communities.

The campaign officially launched this week and will be seen across outdoor, print, digital and social media channels.

Shinola said the media will be focused within its key markets, including Detroit, New York, Chicago, Los Angeles, Washington D.C. and San Francisco, rolling out throughout the year.

The campaign debuted in New York Magazine earlier this week, with out-of-home releasing next week in New York and in other markets in early April.

Over the next few weeks, the ads featuring the four individuals will roll out across select print outlets.

Throughout the year, Shinola also will feature other stories on its website and social channels, asking the public to share their stories of how they are “Rolling Up Their Sleeves” in their community.

New creative will come out in the second half of the year, featuring an additional four individuals from the Midwest and East Coast.

“Let’s Roll Up Our Sleeves” will run through 2017.

“We know that companies want to do more in America, and if we want to be

Banner will be right here …

competitive as a nation, we need to turn that ‘want to’ into a ‘can do,’” Shinola founder Tom Kartsotis said. “We hope this campaign inspires others to take on the challenges of creating enterprises in our country, building factories in our communities and investing in America’s workforce. Our plan is to continue to grow and strengthen our mission by rolling up our sleeves, empowering our teams and leading by example.”

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.