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The assignment was to create an overall product feature campaign of only four ads vs. an individual product line campaign featuring dozens of shoe models, prices and colors. Research showed that the target audience already knew Red Wing Shoes were durable, but couldn't name all the reasons why.
The creative solution was to leverage the client's iconic logo to represent product features such as steel toe and triple-stitching for toughness, hot wax sealing for waterproofing, Thinsulate Ultra insulation for warmth and different varieties of Vibram soles for superior traction.