BlueForge Alliance Revives American Icon 'Rosie The Riveter'

adam&eveDDB New York, in collaboration with BlueForge Alliance, announces the launch of their new campaign titled 'Built To Last.' This new initiative aims to raise awareness about the vast and rewarding career opportunities in maritime manufacturing. 

The 'Built To Last' campaign, set to run for a full year starting July 1st, 2024, is designed to appeal to the next generation of talent who may be unaware of the substantial opportunities for stable and impactful careers in maritime manufacturing. By showcasing the potential for growth and fulfilment in maritime manufacturing, the campaign aspires to attract job seekers who are looking for more than just temporary gig work. 

'"The 'Built to Last' campaign is more than just a marketing effort;” said Melissa Wren, principal for external affairs and administration, BlueForge Alliance. “It's a long-term strategy dedicated to reshaping the perception of maritime manufacturing careers and attracting the next generation of professionals to this vital industry.”  

At the heart of the campaign is a revitalised character named 'Rosie,' inspired by the iconic Rosie the Riveter who stepped into fill the workforce gap in the manufacturing industry during World War II. This modern-day Rosie embodies the same values of hard work, confidence, and determination. Through her journey, she discovers that the various gigs she has been working do not provide the fulfilling career she desires. The campaign aims to inspire individuals to forge a career built for the future and dive into a path that offers long-term growth and opportunities.

The 'Built To Last' campaign will be showcased across various platforms, including CTV/OLV, social media, and digital channels. The videos will be available in several formats. Viewers can catch the campaign on Facebook, Meta, Instagram, Reddit, Snapchat, YouTube, and Twitch, ensuring a wide reach and engagement with the target audience. 

The campaign's key messages emphasise the importance and benefits of manufacturing jobs, particularly in the maritime sector. It aims to renew America's appreciation for the significance of manufacturing careers and encourage individuals to consider this desirable career path. 

David Brown, executive creative director at adam&eveDDB New York, said, “Many people across America aren’t aware of the huge opportunities for careers in manufacturing. The gig economy has created a transitory workforce, and we wanted to demonstrate that there are incredible long-term career opportunities across American manufacturing. Bringing an icon like Rosie the Riveter into 2024 felt like a unique way to connect with a new generation and make them aware of the prospects that a career in manufacturing has to offer.” 

The campaign was brought to life by award-winning director Nick Ball and production company, MJZ (Morton, Jankel, Zandel).