Redd Oxx

The “Manly Awards” Campaign

Red Oxx bags are built for adventures, by adventurers.

Founded by former U.S. Army paratroopers, the designers are Red Oxx know that having quality gear in the field can mean the difference between life and death.

These bags are known for their durability, and come with a “no bull lifetime warranty”; however for some people, the problem isn’t the bag– it’s the triple-digit price tag.

People are hesitant to invest that much money in a bag unless they know it’s worth it.

We wanted to tie Red Oxx bags to the indomitable nature of the human spirit, so we created a print campaign to award those who had enough grit to go out into the unknown, clear the brush, and pave the way for the rest of us.

The Print Campaign

Print (magazine) These fictional awards would be given to our honorees via full-page magazine and online advertisements. In this campaign, we chose to celebrate athletes, icons, and visionaries who help define what it means to be “manly.” Our Red Oxx recipients included men and women, intellectuals and athletes.

The Ambient Campaign

Ambient (Airports)
While our print campaign shows the kind of rough ‘n ready lifestyles our bags would be able to support, our ambient campaign warns travelers what happens when they put their faith in cheap travel bags that just aren’t up for the journey.