Cool? Campaign
A marketing campaign for Simple Shoe's iconic style The O.S. Our goal was to re-launch the shoe to a new audience by reframing the conversation around what is meant to be "cool."
Campaign Concept:
Self Expression
Execution strategy:
Challenge the idea of “cool in this over-hyped world
Product Insight:
Unique shoe design has a polarizing effect.
In the 1990s, the O.S. was one of the first minimal shoes available,
and now it's a funky puffy shoe that's "kind of weird, but kinda cool."
Having a self-awareness of shoe aesthetics, our goal was to challenge what is considered "Cool" and put O.S. in the center of the story.
Hero Campaign Ads
Reto print ad using long-form copy content sharing the ethos and story of “Cool?”.
Campaign Imagery
Hero imagery photographed in NYC
Cool? Lookbook
Editorial lookbook
