The Yard ran for a summer traveling to 15 markets, making stops at events like Vans Warped Tour, Dew Tour, Texas State Fair and Coachella. The tour included a custom lounge and stage and served as a venue for up-and-coming athletes and bands, such as Atmosphere and Andrew WK who were interviewed by FILTER Magazine, with Dickies fans driving the conversation.
Between interviews, consumers were challenged with various product-related activities that let them experience the brand in a strong, intimate way: “Tough Tests” where consumers were tasked with putting a hole in Dickies 874s in 8.74 seconds, and “874 Tug-O-War” where consumers challenged one another in the classic game using a rope made of pants. In addition to getting the chance to win Dickies, cards bearing special codes were also handed out, driving fans online to purchase their own pair.
Executive Creative Director
Project Manager (Design & Build)