The objective of the campaign to re-imagine SOREL's iconic Joan of Arctic silhouette was to reach a new consumer demographic and create an unexpected futuristic campaign that would break through traditional brand perceptions. Our goal was to appeal to a younger, fashion-conscious audience that might not have considered SOREL.
The approach for the campaign to re-imagine SOREL's Joan of Arctic silhouette was focused on creating a futuristic, monochromatic, and minimalistic aesthetic. The set design was an essential part of our approach, as we wanted to create a futuristic set that would allow the Joan of Arctic silhouette to stand out. We used white, monochromatic colors to create a clean and modern look.
Overall, the Joan Next unique creative was highly effective in achieving the objective of re-imagining the silhouette and reaching a new, younger audience. The campaign's success across various media platforms, including out of home billboards, print publications, and paid social and digital platforms, is a testament to the effectiveness of the futuristic approach in capturing the attention and engagement of customers.