Duncan/Channon has helped century-old children’s shoe maker Stride Rite reposition its brand and refresh its identity system, and launch an ambitious advertising campaign. The effort stands on a new “Built for Childhood” brand platform that seeks to connect with millennial parents and to reintroduce a brand that has been around since 1919.
The platform was inspired by the everyday experiences of parents, encouraging them to embrace the chaos and come prepared. The integrated campaign — which includes new brand photography produced in collaboration with Cynthia Perez — crosses multiple channels, including digital, video, print, online, mobile and social advertising, with the strategy of breaking through the back to school clutter by reaching Mom during her time and starting a peer-to-peer conversation.
“We’re thrilled to have been chosen to reintroduce a brand that has been a category leader for nearly a century,” comments Michael Lemme, chief creative officer and partner at Duncan/Channon. Clients of the Bay Area agency include StubHub, Sephora, Kona Brewing, Red Hook, John Muir Health and the California Tobacco Control Program