These boots won’t change your life, but your life will change these boots.
Australian boot Blundstones has been around for over 150 years, and while a pair look great straight out of the box, it’s after they’ve been worn in that their unique character starts to show.
To celebrate its global community of loyalists who’ve made the brand what it is today, the company's 'Well Worn' platform highlights a group of diverse Blundstone wearers, telling the stories of what they’ve achieved in their boots.
The work was shot by Hotel Bell and directed by Michael Mouritz, alongside a brand film and design world that launches the 'Well Worn' platform to over 30 countries around the world.
Blundstone chief brand officer Nik Jackson said the Well Worn platform perfectly captures the bond people develop with their Blundstone boots.
"The more you wear them, the more they reflect the life you live, and they only get better over time," Jackson said.
Thinkerbell chief creative tinker Tom Wenborn said there’s a universal commonality to Blundstones.
"They’re worn by interesting people who do interesting things, the world over. Whether you’re in Portugal, South Korea, Canada, Italy or Australia, it’s how you wear these boots that defines them, and you in turn," Wenborn said.
"Well Worn, just like the boots, is a simple platform that anyone, anywhere, can pull on.”
The work will launch to global markets across Digital, Online, OOH, Print and Social.
Credits
Creative agency: Thinkerbell
Client: Blundstone
Production: Hotel Bell
Director: Michael Mouritz
Editors: Raffael Oliveri & Jon Holmes
