Special Group unveils first work for RM Williams with campaign celebrating signature boot

Special Group Australia has unveiled its first campaign work for RM Williams with an outdoor and print campaign promoting the brand’s signature boot The Craftsman based around the tagline ‘A Life’s Work’.

It is the first campaign work to come from the agency since it started working with RM Williams late last year, and is aimed at honouring the legacy of the craftsman behind the boot and the brand.

Martin Rippon, chief marketing oficer of RM Williams, said: “The guys at Special have been a great fit for us. Modern day craftsmen, their passion and energy is infectious. While the ad campaign is the most visible part of the work to date, they’ve been delivering design projects across all aspects of the business at a voracious pace. We still haven’t had time for lunch.”

The campaign tagline “A Life’s Work” takes its inspiration from the generations of boot makers in Adelaide, where the particular boot is still hand made today.