Everyone knows that Shinola is made in Detroit, and they have harnessed Detroits can-do attitude into everything they do. In 2017, Shinola wanted to take that message to other major cities and New York Magazine lead the charge in the worlds most important market. The campaign called Let’s Roll Up Our Sleeves celebrated the American worker and encouraged Americans to work together for the greater good.

To aid in the content marketing efforts, New York created a new dedicated short-run website called The Job that highlighted hundreds of people who work to improve their communities. To help drive awareness of the new site and the inspiring stories, we launched a targeted social media campaign and a public launch in Times Square – engaging with New Yorkers, and tourists alike.