R.M.Williams unveils first brand campaign since returning to Australian ownership

R.M.Williams has launched a new brand platform in partnership with Special Australia, going to market with its first multimedia national campaign since the brand return to Australian ownership in 2020.

Special started working with the bootmaker in late 2014, the same year the company was sold to American private equity firm L Catterton. The brand has since be returned to its Australian roots by mining magnate Andrew Forrest and his wife, who secured the brand for a reported $190 million in 2020.

The new work from Special is a homage to the company’s handcrafted boots, that are made to stand the test of time in the outback.

Produced by Special and Revolver the campaign leads with a cinematic film, shot in the brand’s birthplace of the Flinders Ranges in South Australia, telling the story of a rich and adventurous life lived by a man in his R.M.Williams boots.

To demonstrate the durability that is crafted into every R.M.Williams product, the film tells the story of a pair of Craftsman boots in reverse, from current day all the way back to 1966, when they were first launched.

The spot is accompanied by a voiceover of an Australian interpretation of ‘The Old Woman Who Lived In A Shoe’ – the story of ‘A Young Man Who Lives In His Boots’.

The film is directed by acclaimed filmmaker, Justin Kurzel, launching as in 90 and 60 second spots for TV and cinema release as well as 30, 10 and six second cutdowns across digital and social. The film is supported by OOH and print executions shot by Sydney based photographer Saskia Wilson, capturing the boots in varying stages of life, again highlighting their craftsmanship and

The new brand platform also comes to life with a refreshed brand identity, nodding to a new chapter for the brand, drawing inspiration from the Australian landscape and creating a visual connection with the stills.

Chris Willingham, chief marketing officer, R.M.Williams, said: “‘Crafted for life’ is founded on a truth that’s at the heart of the brand. This launch campaign beautifully captures the spirit of a brand born in the Australian heartland and reasserts the primary reason why our boots have never been in greater demand.”

Lea Egan, creative director, Special, said: “I’ve always loved this brand. So it was a dream to get to add a new chapter to their story. RM’s are made with a level of craftsmanship not often found in today’s world. One pair truly can last a lifetime. This platform celebrates that rare and enduring dedication to timeless quality.”

The campaign will roll out across Cinema, TV, OOH, OLV, Social and Owned Channels.


Chief Marketing Officer – Chris Willingham
Head Of Marketing – Danielle Mccarthy
Marketing Executive – John Pitsikas
Head Of Design – Lolita Porte
Head Of Digital Design – Cath Barnes

Special Australia
Chief Creative Officers – Tom Martin & Julian Schreiber
Creative Directors – Sian Binder & Lea Egan
Creatives – Jessica Roberts & Cat Williams
Head Of Design – Adam Shear
Ceo – Lindsey Evans & Cade Heyde
Strategy Partner – Dave Hartmann
Team Lead – Tiffany Hunter
Business Director – Laura Little, Meri Stewart
Business Manager – Timmi Tsapaliaris
Head Of Film + Content (Sydney) – Sophie Simmons
Head Of Film + Content (Melbourne) – Sevda Cemo
Senior Producer – Paul Johnston
Integrated Producer – Glen Mcleod

Production Company
Director – Justin Kurzel
Executive Producer – Pip Smart/Michael Ritchie
Producer – Alex Kember
Cinematographer – Sam Chiplin
Production Design / Costume – Alice Babidge
Edit House – The Editors
Editor – Lily Davis
Post Producer – Liv Reddy

Artist – Jed Kurzel
Sound Studio – Rumble Studios
Sound Engineer – Cam Milne
Sound Producer – Siena Mascheretti

Photographer – Saskia Wilson
Production Company – Artbox Black
Agent/Producer – Jane Robinson
Retoucher – Visual Thing


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