The assignment was to re-position Hush Puppies in international markets from casual/comfortable to chic/cool using their new fashion line of "rockstar" designer footwear as halo products for the overall brand.
Approach
The creative process was heavily prescribed by the client in the form of a very uninspiring and expected brief for the category: 1. Feature multiple pairs of shoes in every print ad. 2. Feature a diverse assortment of millennials doing a diverse assortment of millennial activities. 3. Include the brand's iconic but sleepy Bassett Hound from the 80s somewhere. 4. Be a little controversial / sexy. The solution was discovered by turning the brief on its head by imagining the exact same thing happening to the the entire world. The resulting idea: Dogs Walking People.
Results
Hush Puppies sold out of their new fashion line of "rockstar" designer footwear online in London, Paris, Milan and Berlin before a single shoe could be delivered to retail stores.
