Stories are made to be worn in Blundstone’s latest platform, via Thinkerbell
Iconic boot brand Blundstone has released a global platform built on the backs of its international community of wearers, via Thinkerbell.
The brand’s ‘WELL WORN’ campaign showcases customers from five countries making their marks on the world in the comfort of their Blundstone boots, while spotlighting “the ingrained worth that every step has brought to them.” Michael Mouritz directed the work while Hotel Bell shot it.
The platform also supports “a brand film and design world that launches the new WELL WORN platform to over 30 countries around the world”.
“The Well Worn platform perfectly captures the bond people develop with their Blundstone boots,” said Nik Jackson, the brand’s chief brand officer.
“The more you wear them, the more they reflect the life you live, and they only get better over time.”
Tom Wenborn, chief creative tinker at Thinkerbell, emphasised the brand’s boot’s symbiotic relationship with its wearer, providing both parties with the support they need to write their own stories.
“There’s a universal commonality to Blundstones, they’re worn by interesting people who do interesting things, the world over,” Wenborn explained.
“Whether you’re in Portugal, South Korea, Canada, Italy or Australia, it’s how you wear these boots that defines them, and you in turn. Well Worn, just like the boots, is a simple platform that anyone, anywhere, can pull on.”
From September, WELL WORN will step into international markets via social, out of home, digital, print and online channels.
Credits
Creative agency: Thinkerbell
Client: Blundstone
Production: Hotel Bell
Director: Michael Mouritz
Editors: Raffael Oliveri & Jon Holmes
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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