Merrell conducts Vibram Arctic Grip campaign
Footwear brand Merrell has begun a new advertising campaign called “Out of Bounds” in support of its Vibram Arctic Grip boots. Developed by Innocean Worldwide Canada, the campaign focuses on the ability of the boots to perform on wet ice. The creative depicts the boots being worn in an ice cave in the Pemberton Icefield of British Columbia. The campaign consists of 15-, 30- and 90-second videos in French and English, accompanied by digital content and social media activities. The effort will run until Dec. 31.
“This is our third campaign featuring Merrell winter boots with Vibram Arctic Grip wet ice technology and we challenged our agency team to come up with a fresh creative concept that was product first,” said Stella Law, marketing manager at Merrell. “The team at Innocean have been great partners and understand the journey we’ve been through. They continue to help us push the boundaries and keep Merrell top-of-mind when it comes to slip-resistant winter footwear.”