Allen Edmonds

Allen Edmonds began making shoes in Belgium, Wisconsin in 1922. Over the course of nearly 100 years they had become synonymous with quality men’s footwear, but their consumer market was very narrow – mostly an older, more traditional man in high-earning fields. And with the majority of their stores on the East Coast, brand awareness nationally was quite low. We knew that there was a bigger, untapped market. Men from a variety of walks of life that had a shared value – an appreciation for craftsmanship, quality and design. With a national campaign speaking to this more diverse audience, we knew we could not only increase brand awareness, but sales. We created a :60 and :a series of 30s , :15s and :06s for broadcast and digital.