How can OXS revitalize their core brand ethos in their Spring/Summer 2016 collection?
A bold integrated campaign that initiates a conversation between the brand and the audience to celebrate the brand’s heritage of self-expression.
“Find your X‘’ was inspired by the brand’s core ethos of individuality and culture injection, with the aim to deliver products with a sense of unique character. It encourages the viewer to find the footwear that truly expresses their style and functionality.
‘#DefiningAttitude’ aims to stimulate the audience to share their stories of how they define their unique style through footwear; underpinned by the brand’s philosophy that: wearing the right footwear boosts our confidence.
The visual language of the campaign is bold and contemporary, with the use of a gridded system contrast with a disordered aesthetic. The aim is to evoke the brand’s confidence and freedom to keep the brand DNA in sight by casting real people, to portray style in a relatable and engaging manner.