Aussie boot brand Blundstone has launched a new ‘global warm-weather project’, or a campaign to you and I, called ‘WEAR SUMMER OUT’ via creative agency Thinkerbell.
The new project positions the iconic Australian footwear brand as the ultimate companion for maximising the long days and longer nights of summer.
A stark departure from the traditional narrative of rugging up for winter, ‘Wear Summer Out’ shifts the brand’s legendary promise of durability and comfort to a warmer context. The project showcases the idea that Blundstones are built for all seasons to withstand the elements and allow wearers to stretch every last golden hour.
Visually, the project uses the unmistakable long shadows of late afternoon light as a persistent creative device across all touchpoints. From Australian backyards and rugged grasslands to international city streets, these exaggerated shadows stretch on and on as a nod to days maximised, and a summer fully lived.
Says Tom Wenborn, chief creative tinker, Thinkerbell “It’s always a privilege to collaborate with Blundstones, especially to help take this brilliant Aussie product to the world. Wear Summer Out is a great example of a brand-led idea, where the concept and execution entwine with the brand seamlessly, both in meaning and visually. No need for a logo in the bottom right corner, if it’s part of the idea.”
Following the launch, the spotlight shifts to the products with assets highlighting the entire summer collection of lightweight boots, sandals, and clogs.
Amy Munting, head of marketing and brand services at Blundstone said: “Blundstone is well known for our elastic‑sided Chelsea boots, which develop a unique patina and character with every wear. The more you wear them, the more they reflect the life you live. Our new warm‑weather range is no different. From long beach days to far‑flung travels in hot city streets, we encourage people to make the most of the season and wear summer out in Blundstone”.
The work is rolling out globally across OOH, digital, social, and retail channels, with key focus on markets across the USA, Europe, and Asia.
Credits
Creative agency: Thinkerbell
Client: Blundstone
Production: Sam I Am
Photographer: Benito Martin
