Clarks · 2018
Wonder of Wisdom.
The launch campaign for Clarks' new school brand. Two cinematic films tracing the childhood moments that made Jane Goodall and Chi-chi Nwanoku who they are. It earned over 353 million impressions.
The brief
Launch a school brand on something other than school shoes.
Clarks was launching a new school brand and needed an emotive campaign to introduce it. The idea I came up with was to celebrate the power of wonder: the small moments in childhood that decide what someone becomes.
What I directed
Two lives, traced back to the moment that started them.
We made a series of cinematic short films capturing the defining moments of wonder in childhood that influenced the life and work of notable individuals. The first steps back in time with Jane Goodall DBE to the catalyst moment that set her on the path to becoming an ethologist. The second explores the moment that helped Chi-chi Nwanoku OBE become a world-famous bassist.
I led the concept and the art direction, then took it across every touchpoint: in-store, digital advertising and comms, paid and organic social, print, and an invite-only PR panel discussion for national, fashion and parent media.
What happened
353 million impressions.
Editorial coverage ran across The Independent, The Guardian Weekend, Mail Online, The Telegraph and the Evening Standard through July and August 2018.
Films
Credits
Production: Just So
All content © C&J Clark International
Talk to me about brand.
christievgray@gmail.comSpeaking enquiries, collaborations, and conversations about the work.