BBH, London / CLARKS / 2016
Clarks wanted to drive consideration of the brand with people who have never heard of it, or who think they already know it. Clarks have been making shoes for nearly 200 years and we discovered that, since the very beginning, they have always done things their own way. They have always been uncompromising, unconventional, non-conformist. We decided to use the wealth of incredible stories we found in Clarks’ past to shine a light on the timeless qualities the brand shares with the people who wear their shoes. From founders Cyrus and James, who started an accidental craze for fluffy slippers, to William, who saved the business without losing his soul, to Alice, suffragist and reformer. These were the makers of the most beautiful shoe of the Roaring Twenties, Honor Blackman’s Kinky Boots, the iconic Desert Boot and Walter White’s Wallabee. We literally ‘unboxed’ the remarkable, surprising, true story of Clarks.
We wanted an execution that would immerse you in the richness of the brand’s past, so we created an interactive documentary that tells 12 stories of the values, people and beliefs that have shaped Clarks and the shaped the world. The effect is cinematic without ever using video, the storytelling brought vividly to life through retouched original images, illustrations, animations, typography, interaction and sound design. Unboxed weaves together these diverse elements into a seamless and engaging digital experience for desktop, tablet and mobile. Each story and each individual chapter is fully shareable on Twitter, Facebook and Pinterest. The final story celebrates the brand in culture by enabling fans to see their own Clarks images included as part of the ongoing Unboxed story. Clarks Unboxed was entirely created by a small, agile, in-house team of connected specialists with the aim of setting a fresh standard for branded editorial content.