Giving back

US – Shinola has created a new advertising campaign that encourages philanthropy within communities.

• The campaign, Let’s Roll Up Our Sleeves, features individuals who have created job opportunities in their local communities
• The campaign fits into Shinola’s continuing mission to help rejuvenate the city of Detroit

Spearheaded by design agency Partners & Spade, Let’s Roll Up Our Sleeves is a print, digital and social media campaign featuring individuals including Kevin Adler, founder of Miracle Messages, a not-for-profit organisation that reconnects homeless people with their loved ones.

Described as ‘an articulation of a movement that celebrates the American worker’, the campaign is an affirmation of Shinola’s altruistic values, highlighting the individuals who have contributed significantly to their local community.

‘From the beginning, Shinola’s mission has been to create jobs, and all of our campaigns have celebrated that in some shape or form,’ says Bridget Russo, Shinola’s chief marketing officer. ‘This campaign is a message that says no matter what is going on, if you have an idea and are passionate about something, you should go out and do it.’