|Product / Service||RM WILLIAMS BOOT|
|Entrant||THE POOL COLLECTIVE Sydney, AUSTRALIA|
|Idea Creation||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Media Placement||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Production||THE POOL COLLECTIVE Sydney, AUSTRALIA|
|Stephen de Wolf||Clemenger BBDO||Executive Creative Director|
This film was developed to help launch R.M. Williams in several global markets, as well as develop the brand further in Australia. While R.M. Williams has always been known as the workman's boot and has been tied to sweeping vistas of the Australian outback, R.M. Williams is not a boot for a singular environment. They’re a boot for singular people, people with character. The overriding premise of this commercial is about ‘Undeniable Character’, it’s also about one’s journey and how we move through this thing called life. What we do and how we use this journey is inevitably what defines our character.
The overriding premise of this commercial is about ‘Undeniable Character’, it’s also about one's Journey and how we move through this thing called life. What we do and how we use this journey is reflective of what defines our character. With the direction of this piece, it was about playing with the sense of journey to our final reveal of Hugh Jackman and his Journey. To realize this idea I thought it essential to play on the metaphor of constantly moving forward. We did this by holding the viewer's attention on a pair of RM Williams boots. I used a myriad of locations to suggest not everyone takes the same path. The shots were designed with match cuts in mind and were essential to build a pace and energy to keep the viewer captivated until the final reveal. Essentially taking the viewer on a journey with us.