Hultafors Group, the manufacturer of Solid Gear safety shoes wanted a fresh new approach, and to emphasize the high level of technique, comfort and coolness of the shoes. SQUAWS went straight to work and came up with the new creative footprint: 'Solid Gear. Every man counts', in recognition that workplace safety is a common concern. No man can be dispensed in a work crew. The campaign 'Access all areas' is following a rock crew on tour, showing the shoes at work on all surfaces. The campaign is inviting craftsmen to participate in competitions on their mobile.
Radio spot and promotion
Trade and POS