Hard Yakka features ‘real tradesmen’ in latest campaign

Workwear retail brand Hard Yakka has positioned its customers as tough male tradesmen who “won’t take any crap”.

The campaign, created by Brand Council and the former CEO of Campaign Palace Reg Bryson, features outdoor ads which show tradesmen in black and white positioned as tough working men.

One of Hard Yakka’s ad executions

Liesel D’Souza, brand and marketing manager at Workwear Group, said the Hard Yakka campaign aims to position workwear as a badge of honour.

“Hard Yakka isn’t just workwear, it is a work ethic and a way of life. We make Aussie workers feel like legends – because they are.

“The new Hard Yakka brand campaign features real tradies hard at work. These guys are hard as nails and expect the same from their workwear. When you make clothes for guys like these you know they won’t take any crap. They see straight through pretentious advertising and have no time for posturing.

“They walk down gangplanks not catwalks. Above all, they’ll not stand for clothes that don’t work. This is workwear after all.”

Credits

Abigail Dawson

Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.

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topics Brand Council Hard Yakka Reg Bryson

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Comments: 3

trudi cassin 4 Sep 18

It would be great if you could also please include the credits for creative, photographer etc. The creative was developed by Oliver and Graham from Ext77.

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Paul Wallbank 4 Sep 18

Hi Trudi,

We’ve dropped the credits into the story. Thanks for flagging that.

Cheers,

Paul

James Bond 4 Sep 18

You may have missed a few others..?
Director of first Impressions
Espresso guy who comes in 8-10
Creative strategist
Production architect
CX implementation supervisor
Social media ninja
Data Shaman
OOH artwork director
SEO wizard
Group Director of Storytelling
Director of Emerging Media

Excuse me if I have missed a few.

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