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Pacific Brands has joined forces with Whybin/TBWA/Tequila to launch a Back to School campaign for its Clarks school shoes brand in 2010.

The campaign aims to touch on the reality and emotion of a kid’s first day at school. It rolled out on January 10, across TV and point of sale, supported by a purpose built microsite.

The messaging focuses on the fact that everything else for a kid’s first day might be oversized, but the most important element is to get the right fit for their feet.

The stars of the campaign are the kids. The creative celebrates the ubiquitous first day at school: standing in the garden or the front porch, the kids wear oddly oversized clothes their mothers no doubt plan for them to grow into but their shoes are the perfect fit.

Whybin\TBWA\Tequila managing director Andrew Scott remarked that the campaign taps into a mix of humour and emotion amongst parents of school aged children.

“In keeping with our disruption methodology, the TVC has been shot with no voiceover or commentary, to give it a stand-out effect during a time when the back to school onslaught is loud and obtrusive," Scott explains.

“The cultural phenomenon of taking a photo of your kid on their first day is something that resonates amongst this target – and we wanted to tap into that emotion in order to drive CLARKS ‘right fit’ message.”

Clarks marketing manager Michelle Maughan, says she looks forward to releasing the campaign to the market. “I’m delighted with the way Whybin\TBWA\Tequila have managed to evoke emotion, humour, and showcase that nothing fits like Clarks school shoes – all in one powerful execution.”

Credits:

Production Hosue: Filmgraphics; Director: Raphael Elisha; Producer: Gabriel Ireland & Anna Fawcett.

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