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

RM Bus Sides 2[3][1]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.

Creative partner Dave Bowman said: “It’s a real privilege to work with this great team as they embark on plans to secure a future for R.M. that is as great as its past.”

The appointment to RM Williams follows on from picking up Harris Farm Markets and being added to the Qantas agency roster in February.

Special Group clients include Red Bull, Paspaley Pearls and Guzman Y Gomez.


  • Creative Agency: Special Group
  • Photographer: Chris Searl
  • Typographer: Luca Lonescu

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