Red Wing is Built For Generations

In the era of the disposable fashion, Red Wing is making a stand for longevity. In collaboration with Wieden+Kennedy NY, director Greg Hunt crafts a trio of films that unite the timeless legacy of the brand's past with modern Red Wing owners and generations to come. 

Since the turn of the 19th century, Red Wing has stood on commitment to quality, craft, and stewardship, and over 100 years later, the 'Will Your Wings' campaign serves as a testament to those same ideals. In effort to combat the 11.3+ million tons of consumer clothing and shoes that end up in landfills each year, the campaign encourages owners to hand down their boots to the next generation rather than throwing them away. Ultimately, it came down to this: if something’s made well, it’s built to last - beyond your use and even beyond your lifetime.

Style should echo for decades, not seasons.

By capturing real-life Red wing owners, the films evoke a sense of connection and legacy while exploring the unique relationships shared between generations. In the case of Yuki and Shino, we tap into the evolving relationship between a single mother and her young daughter as they navigate life and cross cultural barriers through travel. In the case of Brelen and Max, we explore the mentorship of a skilled horseshoe farrier bestowing his craft to his neighbor and friend. In both cases, the boots serve as a connective thread that link the present with the future. 

"That’s what ‘Will Your Wings’ is about - things that endure, timeless style, and celebrating the personal stories created with each pair of Red Wing boots. In all, we wanted to tell this story to honor those who wear our boots and create lasting memories with them." 

- Aaron Seymour-Anderson, Red Wing Head of Brand & Creative

Timelessness beats keeping up with the times. 

While shooting, Greg captured a series of product and lifestyle photos on a combination of digital and 35mm. Combined with a mix of motion and meticulously selected archival visuals, the films feature a unique visual language that combines candid moments of our Red Wing owners with energetic mixed-media sequences that unite Red Wing's iconic past with a modern style and flare.

At Farm League, we aspire to make work that stands for our values: work that represents something greater and stands the test of time, all the while minimizing our impact on the natural world. This year, we doubled down on that sentiment by becoming a certified B Corporation. When our partners and clients echo those same values is when we believe our impact can be the strongest while encouraging others to join us.

The campaign has been featured as AdWeek's 'Ad Of The Day' as well as a 'Behind The Work' piece between LBB and art director Adeline Dechaud, copywriter Philip Le Brun, and Red Wing Shoes’ Head of Brand and Creative Aaron Seymour-Anderson.