As one of the premiere clothing companies to affordably outfit our military during WWII, it was a natural extension for the brand to invest in veterans returning from Iraq and Afghanistan. Purpose Never Ends was the immensely successful campaign launching the initiative to the world.
Since their humble beginnings over 117 years ago, Hickey Freeman has been dedicated to manufacturing, hiring, and training domestically. Focusing on their local veterans community in Rochester, the brand has partnered with NGOs such as Veterans on Wall Street (VOWS) and FourBlock, that help prepare returning veterans for their next chapter.
Why “Purpose Never Ends”?
Inspired by Hickey Freeman’s very own Jacob Sipple - a Marine veteran who now works as a Hickey Freeman supervisor, Purpose Never Ends was created to challenge the idea that all veterans come back from service broken. Instead, we posit that the military prepares veterans for life in a way that we can never imagine. This campaign highlighted five men who have returned from service and continued to be incredibly successful beyond their service - showing how valuable the skills learned in the military can be for a veteran returning home to civilian life.
In addition to Jacob, the campaign consisted of four other veterans: Jake Wood of Team Rubicon, Wes Moore of The Robin Hood Foundation, Sunny Li of Citi, and Joe Cardona of the New England Patriots. We spent a day with each veteran, learning who they were when they entered the military, who they became during their service, and how that translated to civilian life.
The campaign - consisting of print ads, video, interactive digital ads, a dedicated microsite, and a full social campaign - launched for the Fall/Winter ‘17 season with the who the men are, their stories of service and civilian life, and an introduction to Hickey Freeman’s mission to serve them. The campaign will continue for the Spring/Summer ‘18 season and will focus on the organizations Hickey Freeman is partnering with and the impact on the community they provide together.