Merrell launched a new shoe, the Bravada 2, specifically designed to support women from the gym to the trail.
The Ask: How can Merrell encourage more women to spend time outdoors (and in Bravada 2s)?
The Insight: There is no better form of self-care than spending time in fresh air, yet women are spending more money on serums than sneakers.
The Strategy: Show women that there is more to Health + Wellness than skincare routines and juice cleanses.
Find Your Free
Big Beauty tells women they have to spend a $#!% ton of time and money to be attractive.
The Wellness Industry wants women to think self-care is something that can be sold.
The truth?
Looking and feeling your best is as simple as taking a step outside.
Merrell is here to help women break away from the beauty industry and find their free.
To introduce the campaign we wrote a break-up letter, signed by women around the world, to Big Beauty and the Health + Wellness industry.
The letter doubles as a script for a 60-second video.
The vision for the video is reminiscent of an angry girlfriend breaking up with a cheating ex and chucking all of his belongings off an apartment balcony. Expect to see shattered glass bottles, exploding powders, and melting makeup palettes, as women around the world free themselves from their toxic relationship with Big Beauty.
Print Advertisements designed for full-page spreads in magazines like Cosmopolitan and The New Yorker.
Large-scale platform ads for digital screens at subway stations or bus stops.
Intentionally subversive placement outside of big names in the Beauty industry like Sephora, Ulta, and Blue Mercury.
The Team: Mia Garland, Mollie Neus, Ella Price, and Madeline Stephans