My work for Merrell supported an agency pitch. With a new line of stylish hiking shoes and boots, Merrell was able to step out of the world of hiking and present the brand as an everyday hiker. Or more precisely, pose the idea that every day for everybody, can be a hike. My _________to_________ campaign was designed to work across mediums, both digital and traditional, equally impactful as a group of commuter rail posters, a dynamic digital ad, or an animated social series.
Other executions explored the idea that Merrell can be as fashionable as high fashion brands while still being hikers, something fashion brands just can't do.
Other concepts played on the idea that we all need more time disconnected from our technology and connecting with family and the outdoors.
