LINDSTRÖM
Life’s Workwear
’Life’s Workwear’ celebrates the diverse and evolving careers of professionals by creating unique garments that combine pieces of outfits from each step of their careers.
BACKGROUND
Lindström had typically done more tactical-level advertising, and were looking to do a brand-level campaign to increase the awareness of their clothing services. Many of their competitors focus on selling garments, but Lindström takes care of everything when it comes to workwear: making sure there’s always enough clothes for employees, making sure they’re clean & according to regulations, and fix them when something breaks.
OBJECTIVE
This campaign to increase awareness of its workwear service in Finland, which have traditionally not been as well-known as Lindström’s mat and washroom services.
It was important for Lindström that this campaign would have unified messaging through the whole marketing funnel - and be able to reach wider audiences on top of their normal B2B target group.
INSIGHT
Careers rarely follow a straight line. You might move cities, get an unexpected opportunity or want to switch careers later in life. Although for many, Lindström’s workwear service is the one constant that is present throughout their careers, people might not think about this fact. This realisation was the foundation the campaign was built on.
IDEA
Life’s Workwear celebrates the very people who wear Lindström’s clothes by creating unique outfits that represent their careers. The first iteration of the campaign, starring Pippa Laukka, a well-known doctor and media person, highlights her exceptional career, spanning experiences from construction sites to grocery stores, swimming halls to hospitals. The second edition featured Simo Harrivaara, a chef and entrepreneur with lots of experience under his belt.
Lindström’s own designers created a unique outfit that combines elements from each step of her career journey: a white overall made of a doctor’s coat, pockets made of nurse’s scrubs, a tool belt out of a construction overall, and more.
Influencers known for their careers also received workwear in the mail: lab coats to doctors and chef’s shirts to chefs. The professionals shared stories from their careers with their followers, explaining the importance of fitting workwear and fluent workwear services.
MY ROLE
I was involved in the project from the beginning to the end: from the initial brief from the client to sending the finalized materials to them. The idea for this campaign was mine, and I pitched it to Lindström myself.
I also designed the visuals, took some of the photos, directed the shoots, and worked with the editors to get the best end results.
I must thank the team at Lindström for going above and beyond in working with Pippa & Simo, and designing these wonderful pieces of Life’s Workwear for them. Couldn’t be happier with the outcome.