SOREL TVC 2022
The New Blueprint for an Exceptional Brand Story
A footwear brand with a powerful story, Sorel came to us with two key challenges: low awareness among younger consumers, and a misconception that they only make winter boots. So, we conceptualized and launched their first-ever streaming TV spot featuring young women stepping out in Sorel to do whatever they damn well pleased, in style and with no apologies. This campaign not only forever changed the blueprint for what used to be seen as a brand for boots and hiking, it made Sorel the fastest-growing part of Columbia Sportswear.
No one expected a brand like Sorel to step in and create The New Blueprint for how athletic wear is worn, thought about, and embodied by the target consumer: young women seeking empowerment and flexibility in their fashion. The impact of that shift was undeniable.