Here are two campaigns that have both used documentary storytelling to sell men’s boots. But the similarities end there. The campaigns appeal to very different audiences with very different messages.
First up, the hipster approach courtesy of Palladium Boots. The brand has created a series of “Exploration” campaigns, in which Palladium explores and documents urban places in search of unique stories. My favourite is the documentary on Detroit, which in addition to being a well-crafted doc deftly associates the Palladium brand with the young creatives reshaping the Motor City. It also achieves the unexpected, namely making Jonny Knoksville watchable.
Once the fourth-largest metropolis in America—some have called it the Death of the American Dream. Today, the young people of the Motor City are making it their own DIY paradise where rules are second to passion and creativity. They are creating the new Detroit on their own terms, against real adversity. We put our boots on and went exploring.
The second campaign couldn’t’ be more different. Under the tagline “Crafting Higher Standards,”,
Danner has produced a series of short profiles of the men that wear their boots. These are working-
class no-nonsense men; carpenters, machinists and the like. The brand message is far more overt
and the boots play a starring role but the stories are authentic and the characters compelling. As
important, the docs are beautifully shot and tightly edited.