Last week was a big week for #thesavageway. We completed our first out-of-state job, and we are now officially taking on new Clean Graffiti clients in New York City!
Clarks USA is a global brand that originated in England in 1825. According to their website, Clarks is “…the world’s number one in everyday footwear – a global company designing, innovating, manufacturing and selling more than 50 million pairs of shoes every year.” Clarks is known for their timeless leather shoes including the Trigenic, the Wallabee and the Original Desert Boot.
In order to promote the 65th Anniversary of the Desert Boot release, Clarks decided to take on a new and innovative approach to spreading the word – Clean Graffiti.
We (Paula & Torrie) worked in collaboration with the Clarks USA team on creating the NYC Clean Graffiti campaign. Concept and design were developed by Clarks to fit their well-established brand standards and locations and execution were in our team’s hands.
We were tasked to use our eco-friendly sidewalk messages to draw attention to the Clarks SoHo headquarters store, which is located at 547 Broadway. We scoured the streets surrounding the showroom (Lower East Side, NoHo, Greenwich Village, China Town, Little Italy, Nolita) and came up with 20 prime locations for the reverse graffiti spots.
Clarks was a great example of a classic brand using a new advertising medium to speak to a younger, hip crowd. Through the use of slang language, hashtags and the medium itself, Clarks was able to speak to the fashion-forward generation.
We are stoked to be working with two great sales representatives, Morgan Jones & Evan Bethea, to bring NYC Clean Graffiti to life (stay tuned for full blog post). Our team is talented, hardworking and the reason we are able to expand to a new market so quickly!
We are honored that we had the privilege to work with Clarks USA! It’s awesome (and refreshing) to see an international brand practicing what they preach and using sustainable practices in their marketing and business efforts. Kudos Clarks!