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.
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.
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.