| Title | It's Gonna Get Dirty |
| Agency | CheethamBell J. Walter Thompson |
| Campaign | It's Gonna Get Dirty |
| Advertiser | Scruffs |
| Brand | Scruffs |
| Posted | June 2005 |
| Product | Workwear |
| Business Sector | Men's Shoes |
| Philosophy | Catch them away from work and then give them an offer they can't refuse. Start an extended interactive conversation with them. Tradesmen have filthy minds. Their favourite newspapers feature naked women and not much else. So we married the brand up with sex and porn. Not just with a few ads but with direct mail and a speial DVD. A product demo movie and virtual brochure that doubled as a porn movie. |
| Problem | Make builders and tradesmen remember Scruffs, a new brand of safety boots and work wear. |
| Result | Builders loved it! 10,000 DVD's are in circulation. Sales have tripled and web traffic has quadrupled. |
| Media Type | Direct Marketing |
| Market | United Kingdom |
| Creative Director | Andy Cheetham |
| Art Director | Tom Richards |
| Copywriter | Pete Armstrong |
| Director | Lab Ky Mo |
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