Re-presenting icons and recruiting contemporary audiences.
CONCEPT / STRATEGY / CREATIVE
Clarks Originals are of the moment. Always have been. Always will be. From iconic styles that have never gone out of fashion to designs that are right for the times. Classics are revived and replicated, legends reinterpreted.
Our daring approach of a 3 year platform (Curio), re-established and claimed ownership of Clarks icons, creatively recruiting and retaining stylish and individual audiences through a vast series of curated brand and product stories. The projects captivated heart-felt craft and pioneering anecdotes through the eyes and voices of long-time staff and craftsmen, respected editors of influence, from Somerset to Berlin to Vancouver.
“Making of an Icon” – a film from hype tastemakers to retired craftsmen about the importance of provenance and timeless style.
“Clarks Originals has a certain personality, a warmth, a feeling of reliable humanity, something that is an extension of your own skin. McFaul_Day got under that skin to mirror those feelings through their work. I really enjoyed working with them as both creators and mindset sharers”