“FIND YOUR FREE”
THE BRIEF: market MERRELL’s women’s-specific hiking shoes to an audience that is inundated with gimmicky, often unrealistic and expensive beauty and self-care content from a multi-billion dollar and growing industry. It was imperative to open women’s eyes to the simple power of getting outdoors as the greatest form of self care.
SOCIAL
:60 VIDEO
ENT. A slow-motion video of a glass serum bottle shattering on the floor.
VO (various women’s voices):
Dear Big Wellness, This relationship is over.
This has been a long time coming. It’s you, not us.
Shots of bottles, compacts, powders, and palettes flying through the air hurtling to the ground. Reminiscent of an angry girlfriend throwing her boyfriend’s clothes off the balcony. Shots of bottles being hit with a bat as if they were baseballs, women melting their palettes in fireplaces.
VO: You’re inconsistent. You’re judgemental. You haven’t listened to us for a long time. You’ve never made us feel good about ourselves.
A shot of products being wiped completely off a table, and a makeup bag shaking out its contents.
VO: You want us to be something we’re not. Something, frankly, we’ll never be. We’re tired of your expectations. We’re tired of your lies. We’re tired of your bullsh-
The word is punctuated by the sound of breaking glass.
VO: We’ve wasted too much time and money on you. No serum you’ve sold us has ever solved our problems. No powder has ever been a cure-all. We don’t need you. We never have. You can keep your lotions and oils and brushes. We’re done here.
It’s time for us to be free.
A shot of a trail of glass and broken bottles leading into different grounds: a sidewalk, a road, a hiking trail, a sandy beach. The camera follows different pairs of Bravada 2-clad feet as they walk off into the distance on these paths, before panning upwards to see the full figure of different women as they walk away from the expectations and obligations of Big Beauty.
VO: Don’t text. We’ll be outdoors.
Sincerely,
Women Everywhere
The Merrell logo flashes across the screen.
MERRELL - MEJO 371
CW: Ella Price
AD: Ella Price
Strategy: Mia Garland, Mollie Neus