Innocean Worldwide Canada and Merrell go Out of Bounds in New Creative Campaign
In November 2019, Merrell launched a new creative campaign developed by Innocean Worldwide Canada which showcase the Merrell with Vibram Arctic Grip boots. Set in the Pemberton Icefield in British Columbia, Canada, the creative campaign is a representation of how Merrell creates boots to perform on the toughest of surfaces, wet ice.
The campaign provides stunning and dramatic visuals of the product in action, pushing the boots to their limits deep in a mountaintop ice cave, below 12 meters of creaking blue ice. This is accompanied by a voiceover from product engineer at Vibram, Yann Schoenhagen, who offers a credible voice on the design of the product.
The new campaign includes 15 second, 30 second and 90 second videos in both French and English accompanied by digital paid media, social media and website support.
According to Stella Law, Marketing Manager at Merrell “This is our third campaign featuring Merrell winter boots with Vibram Arctic Grip wet ice technology and we challenged our agency team to come up with a fresh creative concept that was product first. The team at Innocean have been great partners and understand the journey we’ve been through. They continue to help us push the boundaries and keep Merrell top-of-mind when it comes to slip-resistant winter footwear.”