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Carhartt Spotlights Skilled Trades on Labor Day

Funding education opportunities for the next generation of skilled workers through heavy metal

Proving Hard Rock is Hard Work on Labor Day

Strategic Planning, Creative Production, Experiential, Media Relations, Organic Social

Despite a newfound appreciation for essential workers, the U.S. continues to face a major skilled labor shortage. Recognizing that this shortage has drastically impacted many industries, and with a long history of supporting hardworking people, Carhartt wanted to own the Labor Day holiday by reminding people about life-changing career opportunities in the skilled trades.

Forty years ago, Metallica’s Lars Ulrich took out a classified ad in an LA newspaper that landed him and Metallica co-founder James Hetfield the job of their dreams. Partnering with Metallica’s All Within My Hands organization, Zeno recommended Carhartt to take a page out of the band’s playbook to recruit the next generation of laborers the same way the band did in 1981.

Zeno helped Carhartt place a want ad to recruit job seekers to a stage building workshop to learn about skilled trade jobs in live events. Zeno documented this workshop in a rockin’ hero video, which was used to spread awareness via owned social and an integrated approach of earned media relations with paid support. Zeno also leveraged the shopping holiday to create a photo asset with a call-to-action for consumers to shop at on Labor Day. Carhartt committed all online Labor Day sales to benefit All Within My Hands Metallica Scholars program, a major workforce education initiative providing direct support to students and technical education programs.

A creative approach that owned the Labor Day holiday and drove sales to benefit skilled trades education


in charitable donations to the Metallica Scholars program


earned placements across broadcast, online and social media

340+ million

earned media impressions