Oliver Boots launches new campaign ‘Built for This’ in Australia and NZ via Upstride Agency
Ballarat-born bootmaker Oliver has launched its first major international advertising campaign ‘Built for This’ via Upstride Agency. The campaign is inspired by the resilience and pride of Aussie and Kiwi tradies, miners, and blue-collar workers.
With Australians alone spending nearly half a billion dollars annually on work boots (IBISWorld 2024), Oliver’s campaign 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 – they’re a symbol of identity, reliabilty, and pride. 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.
The campaign, featuring a new TV ad, billboards, and digital content, highlights Oliver’s commitment to comfort, safety, and durability, with the tagline: ‘You’re built for this. Oliver is too.’
Running across Australia and New Zealand from now until end April, Built for This 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.
Founded in 1887, Oliver continues to design its boots in Ballarat – 138 years on.
Says Brett Huggins, National Product Manager, Oliver: “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.”
Oliver
National Marketing Manager, Susan Johnson
Product Development Manager, Brett Huggins
National Sales Manager, Roy Southon
Upstride Agency
Campaign Director, Jane Metlikovec
Campaign Manager, Laura Bullock
Campaign Executive, Janelle Del Vecchio
Creative Director, Tom Simpson (Known By)
Creative Manager, Phoebe Simpson (Known By)
TVC & stills photography – Tiny Disco
Stills photography – Evan Groves
Construction and trades consultant, Nick Laing
Media Agency – Hatched Media
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