The Shinola ad featuring Richard Garcia

Shinola is celebrating the American worker in a new advertising campaign that kicked off today.

The tagline is “Let’s Roll Up Our Sleeves,” and the campaign features stories of men and women who have proven that hard work creates jobs and new opportunities.

Among those featured are Nadine Burke Harris, founder and chief executive officer of the Center for Youth Wellness, an effort to improve pediatric medicine; Kevin Adler, founder of Miracle Messages, an organization that reconnects people living on the streets with their loved ones; Brit Gilmore, president of the The Giving Keys, an organization that provides job opportunities to people transitioning out of homelessness; and Richard D. Garcia, co-founder of Alma Backyard Farms, an organization that works with the formerly incarcerated to give back by growing food.

Since launching in 2011, the Detroit-based Shinola has worked to improve job creation through the manufacture of handmade watches, leather goods, bicycles and other goods.

“We know that companies want to do more in America and, if we want to be competitive as a nation, we need to turn that ‘want to’ into a ‘can do’,” said Tom Kartsotis, founder of Shinola. “We hope this campaign inspires others to take on the challenges of creating enterprises in our country, building factories in our communities and investing in America’s workforce. Our plan is to continue to grow and strengthen our mission by rolling up our sleeves, empowering our teams and leading by example.”

The ads were shot by Perry Odgen and will be featured in the company’s key markets of Detroit, New York, Chicago, Los Angeles, Washington, D.C. and San Francisco. The initiative includes print ads, digital and social media.

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