ONE STEP AHEAD
Jim Sutherland explains the making of static ads and a short film to promote the new brand identity
During an early workshop with the product team, they talked about the amazing biomechanics that inform the shoe designs. As they discussed crucial factors such as the mixture of materials, flex points and so on, we realised that the physical details of how the shoes are made was key.
The product team’s work enables children to run, play, climb, scoot and skip. So the idea of the close-up shoes becoming a playground for the twins seemed like the right solution for the print and digital ads. Heels become a hill, soles become a landscape, and so on, as the twins go on an adventure around all these landscapes in silhouetted form.
We then made a short film with Shoot Media and director Adam Clitheroe. It was another very simple idea of following children at their level as they explore and play. Children of all ages, in different shoes, in different locations – walking, running and skipping – all edited together with some playful animated typography to make one ‘journey’, with the hashtag #keepexploring.
The campaign will run through to winter in the lifestyle and national press, with ads appearing in Good Housekeeping, Cosmopolitan, Red, Marie Claire, Hello, The Sunday Times Magazine and The Times Magazine, as well as on digital and social platforms.