Volley’s ‘Grass Roots’ campaign designed to claw back share from overseas brands
Shoe brand Volley is celebrating sexual expression and shunning political correctness in its new ‘Grass Roots’ campaign promoting its spring/summer collection.
The company has worked with Australian photographer, Marisa Taschke, and creative agency Sticks and Stones with the aim of expressing the “frustration of many young Australians”.
‘GrassRoots’ is promoting a “new take” on the Volley shoe as it looks to combat the lure of international brands.
“We have a proud Australian heritage but have found that many of our customers had been drawn to the excitement and innovation of international brands over the year,” global brand manager, John Szwede, said.
“Given how dynamic the market is we recognised the need for a new take on the iconic Volley, hence the additions to the range. New shapes, premium fabrics and technologies have been introduced to improve quality and grow market presence.”
The marketing material – which features young men and woman wearing only Volley shoes – is designed to “speak to the frustration” of Australians who are being told “what to be and how to be”.
“The Grassroots campaign uses our voice to speak to the frustration of many young Australians who feel like, for the first time in a generation, their freedom is being eroded, instead of being advanced,” Szwede said.
“The campaign celebrates one of the most universal freedoms, freedom of who we love and how we love them. In doing so we are rooting for change in a typically light-hearted Australian way.”
As part of the ‘Grassroots’ campaign Volley has teamed with condom brand Ansell to promote safe sex.
What the fuck was that assault on my retina for?
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They look like blatant rip offs of Stan smiths
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That was great.
So we’re allowed to show female nipples on YouTube now? Awesome. Not in a pervy way, but in a more mature, grown up, European, c’est la vie kinda way. Good.
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I find this campaign gratuitous to say the least. Bill posters have been stuck up in my local area, resulting in me having to explain the imagery to my young child. Do you really need this kind of imagery to sell a pair of shoes????? A great way to sully a brand.
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how pathetic
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Blatant sexualisation mmmmm that should work, lowest common denominator
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Couldn’t agree more
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Don’t know what’s worst, the pretentious film or the quasi-political ramblings of the brand manager.
Naked models, how original. One black, a gay couple….you know who’s taking our freedoms away? Political correct people like those behind this ad.
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‘Shunning political correctness’ with every minority represented.
That was the worst most desperate ad I’ve seen in years. The death of a good brand. So so so so so bad.
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Lolz – love the art direction / styling credits at the end – they are all naked wearing the clients product.
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Preferred shoe of the homeless.
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What’s to explain? That humans have breasts? That humans have sex?
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Did I miss something? What freedoms are being taken away?
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Well that was a sexual assault of the senses, certainly spoke to my frustrations.
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I LOVE it! And am saddened by the comments above.
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I agree, this is unoriginal, cliched, absolutely lacking in subtlety. They probably thought the gay couple was being modern and edgy, but it just screams of desperation. So bad
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What a token piece of self indulgent no budget crap. No wonder Australia is losing the war on clothing…
Is it me? or is this type of ‘film’ commonplace now for clients with no money. Make a brochure I say and keep away from film people… is this is all you can serve the viewing public.
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Never, ever buy a brand that won’t face up to it’s audience.
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A team who thought “great lets hire some girls (and guys) who will get their gear off and we can have a perve”!
Seriously would I buy a pair of shoes after seeing this ad? Not likely I’d be embarrassed to wear them, surely we can do better than this.
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Another typical ad made for the portfolio that has nothing to do with a product. Polish a turd.
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“we are rooting for change…”
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Youre kids are growing up in a whole new world – were we can celebrate sexuality and self expression
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