Refreshing A Global Icon
Clarks invented the left and right shoe. That’s how long they’ve been around. But for the last 200 years, the brand’s been known more for its iconic silhouettes than its legacy of progress.
What they needed was a global reset. A new strategic and creative foundation that could demonstrate their centuries-old commitment to empowering everyone with the freedom to move comfortably. So we gave them one.
For The World Ahead
The new campaign extended Clarks' platform to a rotating group of diverse and inclusive brand ambassadors calling for genuinely authentic social change in the world. The project, now in its third season, aims to champion their work, while uplifting and supporting each of their individual charities, initiatives and causes.
Consumer reaction was strong and immediate. Seventy-one percent of people reported a favorable response to our Launch Anthem, saying it changed their perception of the brand in a positive way. Consumers also stated that the campaign conveyed empowerment and self-expression (83%), passion about making a difference (71%), and showed how Clarks is authentically embracing social and cultural diversity (81%).
“WFTW have a happy knack for listening to what we say and putting their finger on ideas we couldn’t quite articulate. The benefit is way beyond the words (though these are great) in the strategic platform this provides.”
Global Head of Marketing, Clarks