CROCS
#FindYourFun Crocs was in dire need of a global revitalization–very few people cared about the brand anymore. Research uncovered a simple but important truth about the brand: Crocs are fun. They’re bright and colorful, but more than that, they’re the shoes you wear when you want to be comfortable and be yourself. This concept of self-expression came up over and over again. Why? Because “being you” is fun. It was clear that we needed to turn Crocs into the brand that stands for fun. How? The polarizing clog. The clog was more than just a shoe, it was a globally recognized symbol of the brand, as recognized as a Coke bottle or a Porsche 911. Rather than ignore it, we needed to do the exact opposite. We needed to turn it into a global icon of fun. The campaign came to life through the #FindYourFun creative platform — it was simple, straightforward and universal. The message encouraged everyone around the world to celebrate fun in the everyday.
Campaign / Broadcast / Digital / OOH / Social / Experiential
In order to be an icon, we had to behave like an icon- be proud, declarative and confident. So we designed OOH billboards featuring the unmistakable silhouette of the clog. And we chose media placements within iconic, highly trafficked areas like Times Square, Miami Beach, Piccadilly Circus in London and the Las Vegas strip. The rest of the campaign followed suit. Across OOH, TV, digital and social, we used the clog to celebrate the brand’s promise of fun.
We created a clog breaker game where every game is a winner, receiving a discount for 5%-20% off.
A culturally relevant evergreen social campaign was created to reinforce finding your fun all year long with playful messages using the iconic clog.
