Wear the Change You Want to Make
Client: Manitobah
Deliverable: Three-part ad series
Credit: Scott Maier
When I met with Mike Wodtke, Chief Marketing Officer of Manitobah, he explained that the Indigenous footwear company's most lucrative audience was Modern Changemakers — the people who champion social change, value connecting to ethical and diverse brands, and like to impact others with their shopping habits. But how could I reach this audience in a cluttered retail market, and more importantly, how could I make them care?
I landed on a simple idea: wear the change you want to make. These consumers needed to know that they could make change in the world around them — not just through deliberate social actions, but also through the clothes they wear.
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By flipping the characteristics of the brand's footwear (legacy, artistry, and passion) onto the consumers as empowering opportunities for reflection and action, this campaign not only gives consumers the chance to buy a Manitobah product, but also make positive change in the world and define themselves as conscious shoppers.
The Message
The message of the ad series positions Manitobah as a brand that has something behind its products: legacy, artistry, and passion. Thoughtful consumers, like the campaign’s target audience, want to buy meaningful products from companies that stand for something. The overall tone of this series is inspiring and impactful and gives consumers the agency to not only buy Manitobah products, but make something positive of themselves and the world around them.
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The Medium
Choosing to promote this series in print ads was a deliberate choice. As savvy consumers who gather information from the world around them, Modern Changemakers are likely to engage with local publications and take the time to read through stunning ads in magazines. Research supports that magazines have higher dwell time than digital ads, and also lead to higher brand recall and awareness.
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Modern Changemakers want to make an impact in the world around them, not just through overt social action, but also through quieter actions like where they shop and how they dress. By prompting these individuals to reflect through a series of questions posed in the ad series (What will you leave behind?, What future will you create?, and How will you live your adventure?), this series correlates positive personal action with Manitobah products. By wearing Manitobah footwear, you are creating a positive legacy, honouring cultural artistry, and empowering yourself to live a wonderful adventure.
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