Bobux launches new 2018 season with fresh global campaign via Running with Scissors

Looking to accelerate its international growth in 2018, Bobux is launching its new season with a global campaign created with agency partner Running with Scissors.

The campaign takes viewers on three adventures, experienced through the imagination of young kids.

VIEW THE HORSE VIDEO

VIEW THE TIGER VIDEO

VIEW THE MOON VIDEO

Says Amy Wright, brand and marketing manager, Bobux: “Our shoes are specifically designed to be good for growing feet. They have to be healthy for children and something they want to wear. We wanted a campaign that reflected the freedom and sense of adventure kids feel when they wear Bobux shoes.”

The campaign will be launched through online video, social media, in-store, and with a unique gift with purchase – a children’s activity book designed and illustrated in-house at Running with Scissors.

Says Margaret Hawker, creative strategist at Running with Scissors: “We love the story of Bobux – a global brand that just happens to be based in New Zealand. The shoes are incredibly well-made, and because they’re comfortable, kids choose to move and run around more having adventures. The campaign captures that spirit and ‘anything is possible’ attitude.”

For Ellen Ross, senior creative at Bobux, this attitude carried through into the client agency relationship.

Says Ross: “We have big ambitions and operate in complex international markets so it was important that the creative process was collaborative. Running with Scissors got up to speed fast, captured the essence of the brand and felt like an extension of our team.”

The agency’s international footprint was critical to ensure a global appeal, despite limited budgets and an NZ-based team.

Says Hawker: “We worked with Friday O’Flaherty, head of the agency and based in London, to confirm that our artistic direction was on point and culturally relevant for key European markets in 2018.

“Natural under-styled shots, kids who are characterful rather than models (though they’re all completely adorable), and a dreamy aesthetic move this campaign forward from previous work, without creating a jarring change for the brand.”

Adds Wright: “We were thrilled with the process and the project. Not only did we get a campaign that will deliver internationally, the agency worked lean – our budget ended up on-screen, not in production.”

The campaign is currently being released to global markets.

Bobux International:

Photography: Lucie Smeriglio