Clarks taps into first day of school moments in latest campaign
Pacific Brands is launching a Back to School campaign for its Clarks shoes brand, aimed at touching on the reality and emotion of a child’s first day at school.
Created by Whybin\TBWA\Tequila, the creative focuses on delivering the message that everything else for a kid’s first day might be oversized, but the most important element is to get the right fit for their feet.
The campaign will roll out this weekend across TV and point of sale, supported by a microsite.
Andrew Scott, Whybin\TBWA\Tequila managing director, said: “In keeping with our disruption methodology, the TVC has been shot with no voiceover or commentary, to give it a stand-out effect during a time when the back to school onslaught is loud and obtrusive.
“The cultural phenomenon of taking a photo of your kid on their first day is something that resonates amongst this target – and we wanted to tap into that emotion in order to drive Clarks’ ‘right fit’ message.”
The creative campaign will be supported by a PR campaign in conjunction with a leading Australian podiatrist, Brenden Brown, designed to drive awareness of fitting needs amongst parents.
CREDITS
Client: Pacific Brands – Clarks
Agency: Whybin\TBWA\TEQUILA Melbourne
Creative Director: Scott Whybin
Creative Team: Justine Gallacher and Rob Hibbert (TV, POS), Glenn Christensen (Digital)
Agency Producer: Lauren Duncan (TV) martin Egan (Digital)
Account Service: Kate Silver and Natalie Motta
Planner: Jacqueline Wang
Media Buying: Mediacom
Production House: Filmgraphics
Director: Raphael Elisha
Producer: Gabriel Ireland and Anna Fawcett
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Simple.
Nice.
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Made me smile
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so cute!
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Looks like advertising.
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Beautiful campaign.
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Winner. Hatsoff to Whybin.
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Nice work! Wish I’d done it
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It looked like a print ad that we had to stare at for 20 seconds. I wished the last 5 seconds was the kid looking down at his shoes, and then the tagline appears like it did. Refocus back on the kids face and capture that smirk! Other than that, simple and cute. Good stuff!
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Noice
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Love it – great work TBWA.
P.S. Not meaning to be picky but it doesnt seem to be supported by a microsite – it’s just their brand site updated with the new creative isnt it? Not a critisicm just an observation (altho I would rather it be the brand site rather than a microsite, I often get a little shudder when I see that ‘microsite’ word).
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Sooo cute! Fabulous campaign!
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Love it!
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Ridicule, awkward, uncomfortable, embarrassment…”worst day of my life”??
The product is being associated with the worst things about going back to school.
What is so good about it?
The fact that some “would be marketing gurus” can sit around and have a chuckle?
I’d be worried if I was the client.
If mums thought getting their kids to wear Clarks was as difficult as getting them to the dentist?…..well, …it ain’t going to get any easier after this campaign!
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