From IRL to URL: Red Wing Goes Viral With Brand-Defining Billboard Campaign

February 27th, 2026

In an era dominated by digital content, it’s easy to assume the sexiest, most tech-savvy message always wins. But more often than not these days, brands that lean into simplicity, authenticity, and genuine creativity can spark meaningful, lasting impact.

Red Wing did exactly that with its Made the Hard Way marketing campaign. The 120-year-old Minnesota brand leveraged IRL media to reinforce what it knows best: craftsmanship.

Billboards Made the Hard Way

In downtown Minneapolis, Red Wing brought its story to life a way that emphasized its authenticity: by building two larger-than-life billboards made entirely from recycled materials sourced directly from its manufacturing plant in nearby Red Wing, MN.

One structure was crafted completely from plywood. The other? All leather. The result was a bold, tactile, three-dimensional campaign that felt less like advertising and more like a nod to skilled labor everywhere. Each piece was using the same hand-constructed techniques, attention to detail, and pride that go into making every pair of Red Wing boots. Teams from Atomic Props, All Steel, and OUTFRONT worked side by side, all laced up in Red Wing boots, protecting their feet while building a tribute to the very same product. The materials, the method, and the mindset all aligned; for passersby, you could feel the grit and heritage from the streets.

Why Red Wing Shoes Used IRL Media

Red Wing isn’t chasing reinvention. Rather, it’s an established brand reinforcing its deep roots, built on consistency, quality, and pride. It gave Minnesotans a real-world reminder of exactly what makes Red Wing exceptional: people like them.

For generations, Red Wing has outfitted the people who build, fix, haul, show up early, work hard, and get dirty. Craftspeople who understand that “good enough” rarely is. The Made the Hard Way campaign spoke to these workers and paid tribute to the hard-working individuals who wear Red Wing every day.

Authenticity Is Strategy Fuel

Ironically, this “offline” campaign was the launchpad for Red Wing to establish a refreshed online presence with a focus on.

Behind-the-scenes footage of the became social content that ignited their broader program. Press coverage followed, with national outlets spotlighting how a family-owned business went viral by doing something intentionally analog.

In a time when we doubt everything we see online, there’s real power in creating something so truly, unmistakably authentic that it goes viral.

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Red Wing’s Made the Hard Way campaign is a great reminder that advertising doesn’t have to chase technological trends to stay relevant. Sometimes the most powerful move a brand can make is to slow down and build something undeniably authentic that can only be experienced it in real life.

What does IRL authenticity look like for your brand? Contact OUTFRONT today and let’s make it happen.

Author: Cate Rosvold, Marketing Specialist @ OUTFRONT

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