Craft

BBH Boots Up Clarks Originals

A new docu-campaign for the British footwear brand uses WhatsApp to tell the tale behind its Desert Boots.

by Selena Schleh on 2^nd April 2015

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BBH London has given the classic documentary format an interactive spin with its latest campaign for Clarks Originals, which uses popular mobile messaging app WhatsApp to bring the colourful backstory of those classic suede kicks to life.

Entitled From Rats to Rudeboys, the campaign explores how the iconic boots became unofficial mascots for some of the biggest subcultural movements of the '60s and '70s, via a clutch of maverick personalities including army officer Nathan Clark, who first dreamed up the shoe design while on military duty in Burma; 1965 Mod Steve Barrow; photographer Bruno Barbey - who captured the Paris student protests of '68; and Kingston rudeboy Stitch.

By adding the characters' individual numbers to their WhatsApp accounts, users will experience a live, direct story from history, with a series of images, videos, messages and even playlists being sent to users' mobile devices.

The campaign kicks off with a web short (below) helmed by directing duo Jamie & Jamie through Hoi Polloi, encouraging viewers to get in touch with Nathan Clark by texting the hashtag #ClarksDesertBoots to +44 7481 492599 via WhatsApp.

Connections

Agency Bartle Bogle Hegarty (BBH) UK
Production Hoi Polloi Media Limited
Agency Producer Cat Reynolds
Director Jamie & Jamie
Executive Creative Director Nick Gill

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