Keen was ready to launch a line of ultra-light footwear, Keen CNX. With the brand’s long history of protecting toes, we crafted this playful campaign just for them (i.e. toes).
We launched with this series of print and outdoor boards, with actual toes taking center stage to celebrate this new line of footwear.
Next, we filmed this series for social media, creating some magical fun with a lot of toes and a green screen. For the audio track, we hired local improv comics to bring the toes to life.
And of course, we created a myriad of banners one of the more successful was this, called "feather" in which the lightweight sandal slowly floated down and onto the toes.
The Keen CNX campaign tagline, "Lightweight Protection for Brave New Toes" naturally migrated to social, with #BraveNewToes allowing Keen fans to join the conversation around summer and this new line of Keen footwear.
And what product launch is complete without a string of events? The #BraveNewToes Road Trip introduced the line to thousands of outdoor junkies and fans and created a windfall of awareness across social media.
If that wasn't enough toes, we then pulled back the curtain on how we created this campaign and shared the journey through social media. This "Making Of" series prompted a whole new group of people to engage and built even more awareness of Keen CNX.
Creative Strategy
Campaign Development & Production
Product Launch
Brand Activation
Creative Media Placement
Brand Building
Social Media Content & Engagement