During the COVID-19 pandemic, Immigrant farmers were given an ID declaring their “essential worker” status, despite years of being labeled as “illegal.”
While the country does not have the back of the hands that feed us, Carhartt does.
FILM
“We Have Your Back” Program.
Carhartt turns immigrant farmer’s essential worker ID into a coupon for free Carhartt workwear.
Shipping containers turned into pop-up stores will come to the farms in Central California & other locations where these immigrants live.
Their essential worker ID will allow them to outfit themselves in the durable workwear they need.
Ads will be placed in phone booths as many immigrant farmers use them to communicate with family in Mexico.
Art Director: Piper Alkonis / Samantha Jameson
Copywriters: Matt Ostler / Andrew Rhee
Directors: Caleb Blackhurst / Andrew Rhee
DP: Bentley Rawle
Producer: Gabi Rusell & Madi Hill