Australian uniform company, Cargo Crew, has launched a new campaign aimed at innovating a stale uniform industry by showing how businesses have moved on in every other way – except in what their staff wear.
The Modern Uniform campaign taps into the ‘tech fear’ that businesses have of being left behind, focusing on corporate, retail and hospitality businesses, which have moved on from old-school technology such as faxes, rotary dial telephones and credit card sliders, but have missed upgrading their uniform.
Developed by Melbourne branding and design agency TAKT in collaboration with international photographer Victoria Zschommler, the campaign features a mix of old and new, with video content running across digital channels coupled with street posters.
Cargo Crew founder and creative director Felicity Rodgers said: “We wanted to get businesses thinking about their uniforms from a modern, customer experience perspective.
“Make business owners think, ‘we wouldn’t use a credit card slider in our business, so why are we wearing outdated uniforms?’.”
“The old school technology was really interesting to source and photograph for the campaign.
“It brought back a lot of memories, although some of the younger team members didn’t know what a credit card slider was!
“It’s a real reminder of how quickly businesses have had to adapt and how important the experience for customers is, starting with a Modern Uniform.”
Cargo Crew is dedicated to creating the world’s best uniforms, worn by clients including Dulux, Art Series Hotels, Beacon Lighting, Freedom, and famously, Gwyneth Paltrow at the New York launch of Goop Beauty.
View The Modern Uniform campaign here.
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