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merrell – WILDER GOODS
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OLDER, DUSTIER STUFF

MERRELL FOOTWEAR – Born to be Wild

May 12, 2016

agency: Genesis, Inc.
creative direction/art direction: Olaf Richter

When Merrell Footwear came looking for a new ad agency, they didn’t have much of a problem. They owned fit and comfort. They had incredible distribution. Their growth was remarkable. What they didn’t have was the attention of Millennials. Standing out in a sea of sameness within the category would be easy. Finding the right connective tissue with this audience became the true challenge. We did so by recognizing a universal truth: as humans, we are never more free than when we are outside. And at no other time in our lives are we outside more than during childhood. It was a time of innocence and wonder. Of fearlessness and endless adventure. And more than anything, pure joy. Our message to this generation became: to live life meaningfully today, let out the child trapped inside.

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