Operation Finally Home Limited Edition Ruck

Campaign Branding & Packaging

Operation Finally Home

Celebrating 10 years through a crafted retail campaign

In honor of its 10th anniversary, nonprofit organization Operation Finally Home partnered with retail bag company Sword & Plough to launch its national “A Weight Off Their Shoulders” campaign. Beginning on Veterans Day, a limited edition Sword & Plough Urban Ruck was available for purchase with 100% of net proceeds benefiting Operation Finally Home.

The campaign garnered national media attention and the backpacks sold out within the first week. The project included an accompanying media kit, assets across multiple social media platforms and an email marketing campaign.

Sharing a veteran’s story through every purchase

We personalized each purchase by including an informational booklet that included a hand-written back cover detailing the story of an individual Operation Finally Home recipient. Along with the booklet, each purchase included two buttons and two stickers in a hand-stamped envelope.