Start-up shoe brand Rollie has launched its first brand ad campaign through VCCP and Pool Collective which celebrates the lightness of its shoes.
The campaign focuses on Rollie’s lightness as a point of difference. Each pair weighs 350g – less than a couple of bananas.
VCCP and Pool Collective worked together to create a series of ‘Demonstrations in Lightness’ – where a pair of Rollie’s was compared to a series of everyday objects, with the Rollie’s normally winning out. A genuine balance beam was built for the shoot, allowing the product USP to be demonstrated for all to see.
The campaign will be launched through a press and digital campaign in titles across Australia, New Zealand and The US – including VICE magazine, Frankie, Drum Media and TheMusic.com.au.
VCCP have also created a campaign film that will run as a content feature and interview on NBC Telemundo in the US with an audience of millions. There will be short films on www.rollienation.com and the Rollie YouTube channel, whilst a range of POS, packaging and trade materials have also been developed.
The campaign will break on May 25, 2013.
Credits: client Rollie Nation, Jean Vince Lebon, creative VCCP, photography Danny Eastwood and Pool Collective