Blundstone

Wherever Summer Takes You

After decades of making hardy working boots, Blundstone boots created a new range of light, summer boots in 2017. These new boots needed to be launched to Blundstone’s distributors in their northern hemisphere markets: Japan, Italy, Canada and the US. Their customers in these countries were used to traditional Blundstones. We needed to convince them that the new range was just as good.

Poster with man and woman wearing Blundstone Summer Boots and text: Go Easy

We created the campaign ‘Wherever summer takes you’, which was an extension of the Blundstone positioning of ‘Everywhere life takes me’. Using close-up footage, continuous movement and transition techniques, our hero videos launched the new products in a way that celebrated their look, utility and design.

These videos were supported by static imagery and collateral that used lifestyle shots to show the boots in action.

Targeted social media posts, competitions and influencer content gave the campaign a further boost.

Poster with exploded image of Blundstone Summer Boots and text: Cool Boots
Poster with man wearing Blundstone Summer Boots and text: Step Up

Initial reactions from international distributors have been hugely positive. Long-term sales and market results are being tracked.

Poster with girl wearing Blundstone Summer Boots and text: Go Easy

What we did

Go Behind the Scenery XI website
Tourism Tasmania
Go Behind the Scenery XI website
Federal Group - MACq 01 Hotel
Federal Group
MACq 01 Hotel
Celebrate the BCF man
BCF Boating Camping Fishing
Celebrate the BCF man
Man looking at his mobile phone in art gallery, while his partner looks at the camera
Coopers Brewery
BrewArt – Push Button Brewing