McFaul+Day were approached to establish the Clarks sub brand, claim ownership of Clarks Originals icons and recruit and retain stylish and individual consumers. Solution: The Clarks Originals CURIO Platform. A curated series of brand and product stories through the eyes and voices of a select panel of taste makers respected for their editorial mix and output. The platform contains a range of films, life tales, behind the scenes, interviews, brand and product stories from respected media outlets manifesting as a consumer magazine, a series of UK manufacturing films, social media films from esteemed media partners in Vancouver and Berlin, seasonal toolkits including fashion forward photoshoots for trade and consumer. This platform sets the tone for some years to come.