Birkenstock
Super Old School- Mock Campaign
Super Old School- Mock Campaign
Birkentocks have traditionally been associated with new age hippies and elderly people, but lately they have started to expand their target market to younger college aged women. In another attempt at market growth, this campaign is aimed to give Birkenstocks a place in the 'hipster' society, a youth market much like today's version of hippies, and just as hard to sell to. In light if this market's aversion to mainstream products and society, we decided to approach the campaign with a satirical, ironic approach at advertising that would both position Birkenstocks as an offbeat, anti-conformist brand that would still be comedic enough to hold their current market's brand support. In the 'Super Old School' campaign, the ads would be laid out like a traditional fashion ad, with just the logo and a model wearing the product, but the image context and content would provide the ironic comedy.
The above print ads would be placed in magazines such as Nylon, Spin, and various other indie music publications.
They would also be placed in bus shelters in areas like Kensington Market, in Toronto.
They would also be placed in bus shelters in areas like Kensington Market, in Toronto.
Ads would also be placed on subway lines, and a mural version of this particular ad would be placed on the side of an independent free trade coffee shop in a busy downtown district like Younge and Bloor.
