Wear the Pants Project
Every man has a dream. Not like a Martin Luther King dream, but just something they’ve always wanted to do. Sadly, very few of these dreams are ever realized. Want to know why? Because it’s tough to achieve your dreams when you spend all day working a job you hate.
Guys are underachieving and they know it.
As part of our global call to manhood, and brand purpose to awaken the latent masculinity in men, we set out to help men everywhere make a plan and get it done using their hard-wired “man-skills." The Wear the Pants Project inspires and enables men to put those skills to work and finally do something great. After all, there’s more to being a man than just being a man.
We launched the campaign by seeding films featuring influential guys with inspiring stories.
One of the ways we enabled men to reach their goals as to pay one grand prize winner a year's salary, or $100K, to pursue his dream. The big announcement happened during the Super Bowl pre game show.
The message lit a fire under our audience. The Dockers Facebook fanbase quintupled in two months' time. The Wear the Pants Project app served as a forum for thousands of participants to share dreams and vote for one another's plans. The top vote getters will make up a group of five finalists who will be asked to expand on their plans.
We also launched a smaller program called Man Grants. Awarded weekly, Man Grants funded the best ideas of the week with $2,000 worth of resources, from mentorship to airline tickets.
My plan to start a Mall Santa University wasn't quite as greathearted as Ryland King's man plan. He ended up winning the $100K to fund his organization, Environmental Education for the Next Generation. The money will go to fund efforts to teach 1st and 2nd grade students on relevant environmental issues. This was one of those rare instances in our business when feel like you actually did a little good. Ryland was a man determined to make his mark.