AT Creative releases first work for Steel Blue

Steel Blue, Australia’s leading manufacturer of work boots, has worked with AT Creative and Split Screen Productions to create a new campaign that honours their loyal customers. 

Jackie Richmond, Chief Marketing Officer at Steel Blue, said the campaign focusses on real workers, in their workplace – whether they be miners, tradies, forklift drivers, or welders. 

“Each individual makes up a collective of the people who keep our country running – putting the roofs over our heads, and the food on our tables. The campaign is an ode to the Australian worker – you’ve got our backs, and Steel Blue have your feet. It’s the working men and women of Australia who keep the wheels turning and the country running.” 

AT Creative Director, Andrew Tinning said “Their efforts and the contribution they make, more often than not go unsung, so we wanted to thank them with a shout out, and to let them know that while they’ve got our backs, Steel Blue have got their feet, with boots that are built for comfort and made for work.”

The campaign features 60, 30 and 15-second spots that will screen on national TV and online here in Australia and across the ditch in New Zealand. The brand content is supported with promotional radio and social media. 

Watch the 60-sec TVC HERE

CREDITS

Chief Marketing Officer: Jackie Richmond

Creative: Andrew Tinning, AT Creative

Media planning & buying: Andy Bell, Andy Bell Advertising

Producer: Lee Guy-Wallis, Split Screen Productions

Director: Scott Wright

DOP: Patrick O’ Sullivan

Post Production: Bruce Flint, First Light

Colourist: Andrew Clarkson 

Original music & sound design: Tim Count, MDS Audio