Stride Rite recently selected San Francisco agency Duncan/Channon to handle strategy and creative for a brand repositioning campaign based around its “Built for Childhood” brand platform. After extensive research, the agency developed a new brand positioning and refresh strategy for the brand, which it used as the basis for a pair of 15-second spots created in-house.
The new spots illustrate the “Built for Childhood” platform with a couple of scenes that should prove familiar to parents of young children, with a focus on the sneakers as 100 percent machine washable. “Doggie Door” shows a mom throwing her son’s shoes in the washing machine, aaccompanied by voiceover saying “Stride Right Made 2 Play shoes are made for this.” The secene then shifts to the son crawling through the doggie door, covered in mud as the voiceover adds, “Because kids are built for this.” The second spot, “Ice Cream 5 Second Rule” shows the familiar rule in action when a girl drops a scoop of ice cream…right on her shoes, of course. The fully integrated campaign, which contains digital video, print (featured below), online, mobile and social elements, launched today.
“We’re thrilled now to introduce this brand to a new generation, with a refresh and new campaign that truly speaks to them,” said Ira Hernowitz, president of Stride Rite. “With its impressive track record, relaunching brands like Hard Rock, StubHub and Esurance, Duncan/Channon has been a great partner in evolving the Stride Rite brand to connect with millennial parents and reintroduce a brand that has been built for childhood since 1919.”
Credits:
Duncan/Channon
• Creative director – Michael Lemme
• Copywriter – Jessea Hankins
• Copywriter – Kristin Kelly
• Design Director – Jennifer Kellogg
• Lead Studio Designer – Shannon Burns
• Content producer – Justine Barnes
• Director of production – Carolyn Bormann
• Digital producer – Eric Kozak
• Chief strategy officer – Andy Berkenfield
• Brand strategist – Alan Johnson
• Group account director – Jamie Katz
• Account supervisor – Melissa Bryant
• Account executive – Meghan Mast
Stride Rite
• President Stride Rite Children’s Group – Ira Hernowitz
• VP Business Development & Strategy – Kelly Geer
• VP Marketing – Kiran Smith
• Creative Director – Dan Keith
Photography
• Photographer – Cynthia Perez
• Producer – Kim Comeaux