Campaign: Mustard Launches ‘School Proof Shoes’ for Clarks

Campaign: Mustard Launches ‘School Proof Shoes’ for Clarks

Creative agency Mustard has unveiled its “School Proof Shoes” work for the 2015 Clarks back-to-school campaign.

Daniel Penny, managing director of Mustard said, “school can be a challenging environment for kids footwear. From running, climbing, puddle-stomping, lunch-time sport and the occasional spill, our “School Proof Shoes” concept derived from our understanding that quality school shoes need to fulfil a range of roles.”

“We also spoke to a lot of parents who choose Clarks because of its consistent performance, reliability and fit – a claim that has been reinforced for generations” Penny said.

Clarks marketing manager Melena Birtles said, “Students spend upwards of eight hours a day in their school shoes. Mustard’s approach to the project encapsulated the desire for parents to provide lasting footwear for their kids in and out of the classroom in a fun and engaging manner.”

The campaign showcases three signature shoes from the Clarks Australia Back to School range:

  • The machine-washable Cross Hype is an all-purpose trainer featuring odour-eating technology which makes it easier to keep clean and fresh between sport days.
  • The new Mighty Tuff shoe was developed using the same anti-scuff technology used for industrial footwear.
  • The Daytona is a school uniform stalwart; available in 184 sizes and featuring classic styling and durable, rubberised soles that are injection-moulded directly onto the upper.

The campaign will roll out across Visual Merchandising in all Clarks stores and stockists and will be supported by social media, video and content marketing throughout the summer.



Producer/Director/Copywriter:  Tony Lee
Art Direction: Lyndon Otten, Belinda Ashton & Alex Merlino
Post-Production: Thivan Ly
Director of Photography:  Aaron Foley
Sound Mixing: Sonic Playground
Stills Photography: Big City Lights
Account Director: Daniel Penny

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