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.



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


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