Crocs x Pride 2021
Come As you are
Role: Client Director // Campaign Manager
Agency: Hey Honey
Crocs came to us to launch and produce their Pride 2021 campaign where they wanted to celebrate all walks of life with a vibrant and fun campaign that encouraged their customers to Come As You Are, no matter what.
We created a campaign that was a celebration of all identities and the fluidity of gender, encouraging everyone to live comfortably in their own shoes.
The campaign included The Netherland's Season One Drag Race Winner, Miss Envy Peru and up and coming Drag King and trans non-binary star, Eli Express who performed a scripted dialogue on screen moving through the video with TikTok-style transitions and a LOT of colour.
We were not only responsible for the campaign assets and distribution but were involved with all the marketing departments from retail to digital, merchandising to packaging, e-commerce to influencers and media to provide them with consistent messaging and assets that fit the brand campaign to a tea.
We creative, designed and produced all the assets for all teams in a holistic 360 campaign to launch the Crocs Pride Collection.
Most notably, we ensured to be fully inclusive and wanted the campaign to truly represent the LGBQTI+ community. On set for the production we hired only members of the LGBQTI+ community - from the Director all the way to the Gaffer and the runners.
This campaign was produced in close collaboration with The Diversity Standards Collective in support of ILGA Europe – a not-for-profit organisation campaigning for international lesbian, gay, bisexual, trans and intersex rights.
BTS
ECOMM
