Totally Workwear, Australia’s largest supplier of trade, safety and uniform gear with over 90 stores nationally, has launched its refreshed branding via a new campaign, led by recently appointed lead creative agency, Akkomplice.

In an industry where product and price has ruled for years, the ‘Love Your Work’ campaign shifts focus to champion the workers, not just the workwear. Akkomplice worked with The Growth Activists, The Pistol, OMD, Tomboy and Shotbymac to bring the campaign from strategy to screens and beyond.

Says Troy Yewdall, head of Totally Workwear: “Trade, safety and uniform gear is what sell. ‘Love Your Work’ is what we celebrate. This campaign goes deeper than just advertising; it’s at the core of everything we do, it’s our DNA and drives our approach to how we work together with partner brands, customers, and communities.

Says Ray Chand, marketing manager, Totally Workwear: “Our team of agencies lead by Akkomplice has put themselves in our steel-toed boots and delivered a campaign we couldn’t be happier with.”

Says Glenn Dalton, chief creative officer at Akkomplice: “I love working in advertising, but anytime I see my hands getting too ‘keyboard soft’ I need to close the laptop, open the toolbox and go do some real work. This really was a team effort with agencies and client all getting their hands dirty — doing it properly, not probably.”

The campaign is live across Australia on streaming and catch-up channels, radio, OOH, social and digital. A suite of over 200 new ‘Love Your Work’ branded in-store and promotional assets has been created by Akkomplice for Totally Workwear stores to individually access via a new campaign HUB, built and managed by the agency.

Totally Workwear’s appointment of Akkomplice adds to a strong year of new business for the agency with Sorbent, Slater & Gordon and Grove Juice all recently partnering with the independent Melbourne agency.


Totally Workwear Franchise Office:
Head of Totally Workwear: Troy Yewdall
Marketing Manager: Ray Chand
Digital Platforms Lead: Sam Hayes
Operations Lead: Madeline Paulsen
Category Manager: Monique Maes

Chief Creative Officer: Glenn Dalton,
Account Director: Victoria Concha
Social Media Manager: Michael Hewitt
Producer: Soraya Darwish
Design Team: Martie Skorsis, Grant Ashman, Nathan Herbertson
Editing and design: Ellen Valerio
Founder/Strategy: Kenny Hill

The Growth Activists:
Managing Partner: Rosanna Iacono
Research Partner: Rob Shwetz

Account Director: Yvette Crimmins

The Pistol:
Account Manager: Georgia Sinclair
Account Exec: Tony Pedroso

Director/DOP: Craig MacLean @shotbymac
Producer: Sam Lee @ TOMBOY
Stills Photographer: Craig MacLean @shotbymac:
Offline editor: Craig MacLean @shotbymac
Online Editor: John Holmes
Stylist: Anthony Jarvis
Sound: Rumble Studios – Liam Annert & Bec Ivanov

Published on Campaign Brief

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