Following the success of the autumn footwear campaign, The Mark’s showcases its range of winter boots, adapted to the coming cold weather, in a new campaign by cartier. The Canadian retailer looks at the weather conditions that can turn our streets, sidewalks and driveways into real ice rinks.
“With this campaign, we wanted to present the problem of icy surfaces from a point of view that would appeal to as many people as possible, emphasizes Victor Dagenais-Benoitvice chairman strategy, partner at cartier. We have all slipped or lost our balance on the ice. Using user-generated content to illustrate this loss of control, like a kind of involuntary dance, is an interesting and entertaining way to showcase the range of non-slip boots from The Mark’s with IceFX technology.”
“Good boots can really make a difference in winter,” adds Sean Goodwinvice president of marketing at The Mark’s. In the house of The Mark’s, we try to make winter easier for people here. And it starts with the most suitable winter boots to enjoy the cold season safely, comfortably and warmer.”
All non-slip boots are offered at The Mark’s is tested at the KITE Research Institute of the RUS, the research arm of the Toronto Rehabilitation Institute. The IceFX technology offered by the retailer owes its performance to three key characteristics: innovative soles that provide optimal grip, an outsole that maximizes contact with the surface, and a soft rubber that performs in cold weather.
“By having our boots tested at an independent facility that focuses on rehabilitation and injury prevention, we want to help people walk with confidence this winter and enjoy the moments that matter,” adds Sean Goodwin.
The campaign has already launched and includes online videos, social media content and media partnerships.
Advertiser: Mark’s / L’Équipeur
Agency producer: Julie Gervais
Production house: 4zero1
Manager: Guillaume de Fontenay
Executive Producer: Michael Boily
Public relations: Veritas