Deakins Squad Back-to-School
We took inspiration from one of our favourite films Stand by Me and focused the campaign around 4 friends of different ages from different backgrounds and different schools and centred it around that immersed hour that they spend together every day before their journey to their separate schools.
By using the hottest trends at the time like the World Cup, and Fortnite's dance moves it made the story relevant with the kids but most importantly we wanted to connect with the parents on a different level a message of friendship and freedom that maybe time had forgotten, after all they are the ones that are buying the shoes, it was really them who this story is aimed at.
