The copy is also available for your reading pleasure below.

The digital campaign: “Wear the Pants.”

The big idea: To bring “manly” back to the world of khakis and dress pants. Dockers sales were severely hurting from years of making khakis classy, so we decided to roll up our sleeves and work on targeting the working man.

This Facebook Fan Page curated and created plenty of helpful content to give Dockers audiences multiple reasons to engage in a genuine brand experience with genuine people.

The Copy

Man Libs: Liberate your feelings for the main man in your life this Dad’s Day with a “mad” twist on a classic.

Events & Announcements: Sample beers and khakis while talking fatherhood with one of the coolest dads around.

Shred Dad’s Style: Tear up his style–for a good cause. On June 10th, we’ll take care of dad’s old khakis at the Union Square Macy’s. Seriously tired threads will be made into insulation by Habitat for Humanity to keep a local family warm. Gently used pants will go to our partners at Goodwill.

Shred Your Friends: Rip on their fashion sense with our exclusive app.