We are excited to welcome the Portland based outdoor shoe staple, KEEN to the BOLD LA client roster this year. Shifting from an “outdoor” to an “outside” side brand, we were asked to build strategic relationships with tastemakers and trendsetters to connect the brand to get discovered by a new fashion forward audience.
As part of this year’s global “Life is KEEN” campaign, our first task was to celebrate their very first product: the Newport sandal. We connected with three creatives in New York City to become part of their hybrid lives. Nora O'Neil, Alex Gowon and Gia Seo showcased their take on the product by talking about their individual craft in pictures, film and a short essay worth reading. We also developed an organic social media campaign linked from our talents accounts to a dedicated microsite within the KEEN ecosystem. Take a look!
The digital campaign interweaved beautifully with print (VOGUE collaboration in the September Issue) and a vast OOH campaign all over the city. In the upcoming months, this first initiative will be complemented with further inspiring collaborations and a dedicated look-book shoot, aiming to build strong, long term and authentic partnerships.
One of our Keen partners, Alex Gowon, photographer and creator of GOON artzine had this to say when asked about the KEEN shoes, “As a creative, I seek individuality and originality in my work. It is forever inspiring to see brands like KEEN creating something visually and aesthetically original to them." See Alex's work below!