"We wanted to celebrate their resilience, pride and good humour, and show that Oliver is right there with them, on site or off."
Ballarat-born bootmaker Oliver has launched its first international advertising campaign, Built for This, inspired by the resilience and pride of Australian and Kiwi tradies, miners, and blue-collar workers.
Australians alone spending nearly half a billion dollars annually on work boots, according to IBISWorld, so Oliver’s wanted to create a campaign which reflects what it truly means to be "on the tools".
After a year of research involving over 100 workers, Oliver discovered their boots are more than just site safety gear. Workers shared how Oliver boots stand up to tough conditions, keep them safe, and are so comfortable they wear them everywhere, even making appearances at weddings.
Oliver national product manager Brett Huggins said 'Built for This' is a tribute to the hard workers of Australia and New Zealand who rely on their boots day in and day out.
"We wanted to celebrate their resilience, pride and good humour, and show that Oliver is right there with them, on site or off," he said.
The campaign, featuring a new TV ad, billboards, and digital content, with the tagline: 'You’re built for this. Oliver is too.'
'Built for This', which will run across Australia and New Zealand from now until end April, includes free giveaways, event appearances, and promotions at participating workwear stores.
Oliver is also donating boots from the advertising shoots to emergency service volunteers who engage with their #builtforthis posts on Instagram.
