Giant Animations Step into Comfort for Australian Footwear Brand EMU Campaign

EMU Australia, the iconic Australian footwear brand hired Hey Honey, social-first creative agency, to evolve its global marketing strategy and reintroduce the brand with its new creative platform.

Hey Honey, the global creative agency for EMU, embarked on a journey to reintroduce EMU Australia to the world in an unapologetically understated manner that celebrates the brand's heritage and values, emphasising wellness, sustainability, and the laid-back Aussie attitude. 

For nearly three decades, EMU Australia has been nurturing these values, becoming a pioneer in delivering long-lasting comfort and sustainability that positively impacts both your life adventures and the environment.

"We've been comfy before it was cool, sustainable before it was hip, and durable before fast fashion became a recognized problem", says Sue Meehan, global director of brand at EMU Australia. "Our commitment to these principles is deeply rooted in our Australian heritage, and our mission is simple: we care about your feet, and we want to ensure that every step you take is a step into your nature, your style, and your vibe."

The 'The EMU Way' campaign marks the first major milestone in Hey Honey's collaboration with EMU Australia to roll out the marketing strategy. The campaign's creative platform, 'The EMU Way,' embodies the brand's narrative and emotional benefits, shifting the focus from a functional product story to an emotion-driven brand experience.

"We wanted to bring to life the feel-good state of mind that comes with wearing EMUs, an approach to life based on wellness before anything else," said Céline Boubekri, client services director at Hey Honey. 

“It was important for us to differentiate EMU Australia from its competitors and establish a unique identity in the market. 'The EMU Way' campaign is not just about physical comfort; it's about embracing unapologetic wellness and celebrating everyday moments. In a world where finding contentment and harmony is paramount, EMU Australia encourages consumers to appreciate the essential and celebrate the ordinary moments that contribute to overall wellness.”

'The EMU Way' creative platform and brand campaign is EMU’s first step to immerse audiences in the EMU vibe, making them feel good and bringing a smile to their faces. Reminding all of the value of feeling good and living life with an unapologetic, laid-back attitude.