BRIEF | PRODUCT
Create a Clarks Original wallabee boot inspired by the city of New York. Consider how to launch and market the shoe across social media, press or an out-of-home/fly-poster campaign, cool stunts, or even PR partnerships.
INSIGHT
While assimilation is an expectation often placed on immigrants, New York and Clark's significantly benefited from a strong-willed Caribbean immigrant population that simply wouldn't. From roti to dancehall to stepping out in a fresh pair of Clarks, the influence of Caribbean culture has become seamlessly woven into the fabric that is New York's Cultural Identity.
SOLUTION
A Clark’s collaboration that celebrates the New York we know and love, by paying tribute to a special group of immigrants
that helped shape it.
The Elements
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The Layers
The side view features black suede leather extending from the front of the shoe to the heel. At the heel, the suede leather opens up, exposing the symbolic colors of the Caribbean with red, gold a, and green layers beneath.
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The Weave
The top view features strips of suede woven together with red, gold, and green accents interlaced throughout.
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The Rear
The color explosion at the rear of the shoe highlights a special icon on the shoe’s heel, a debossed dutch oven pot sitting on an outdoor coal fire.
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The Icon
The dutch pot is an iconic symbol on many levels. It represents a significant Caribbean contribution — food, a feel-good memory of a Sunday meal, and lastly, the bubbling melting pot that is the city.
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The Impact
The sole of the shoe features a map of the Caribbean so that as wearers walk, they literally leave an imprint wherever they go.
Promotion | Film
A 60 Second TV spot with great opportunities for social
The Impact: 60
AD: A first-person video featuring a highschool aged black boy walking through his neighborhood marveling at its Caribbean influences set to a poem, spoken in his voice. He holds his phone up as he records his poem on his IG Story. As he walks, he periodically turns the camera to show the cultural elements he passes(ex. flags on houses, men playing dominoes, a cookout with dancehall music and jerk chicken, colorful shops, etc.)
VO/Poem:
When we see New York, we see you, and when we don’t, we know you’re not far.
You are the dominoes games, Labor Day parades, trailblazers, caretakers, and 2nd shift workers who help maintain the colorful life beyond the asphalt.
You are the curry chicken, stew fish, and doubles we can find on every block; you’re also the reason every store keeps those heavy dutch pots in stock.
You are the origins of hip-hop, from DJ Kool Herc to Biggie and so much more.
This is an ode to the immigrants from Jamaica, Trinidad, the Dominican Republic, and every island in those seas.
You came, you saw, you impacted.*
AD: As the boy says the word “impacted,” he looks down and notices a unique shoe print in the mud. He squints to figure out what it may be and recognizes it is a constellation of islands from a map he’s seen in his house. It is an imprint of the Caribbean. The boy then looks up to see a man walking away in a pair of the Impact Clarks.
MOODBOARD
