Why Walking a Mile in EMU Shoes Is Easier than You Think
Embracing wellness, sustainability, and the laid-back Aussie attitude, EMU Australia is championing its core values in its latest animated campaign. Depicting the lifestyle brand’s variation of sheepskin and Merino wool products, the animated style of the spot solidifies its roots in the industry, yet puts a modern twist on things.
The brand has always championed sustainability, natural materials and taking a considered approach, so when this particular shoe style became hyped in fashion once again, the EMU brand wanted to show why it will always be a timeless staple. Moving away from fast fashion and working with artists across the globe, the mix of illustration and real-world elements tells a story of “unapologetic, quiet confidence”.
To hear more, LBB’s Nisna Mahtani speaks to Rebecca Fett, EMU Australia’s global marketing manager, Céline Boubekri, the client services director at Hey Honey and Guille Comín, creative director at BOL.
LBB> With the resurgence of the style of shoes as a fashion trend, why was it important to remind people of its origins?
Rebecca> As the popularity of this shoe style experiences a resurgence, driven by a heightened desire for comfort, we recognised the need to emphasise EMU Australia’s origins. It’s a very current trend-driven landscape out there and so we wanted to convey to consumers that we boast a rich history, not just capitalising on a passing trend for appeal.
We believe that acknowledging the history and origins is much more significant in a market saturated with brands fighting for attention based on comfort. In a world where authenticity matters more than it used to, it is important to highlight the origins of EMU to help distinguish us from others in the market. After all, EMU Australia has been manufacturing this iconic footwear style for 30 years now.
LBB> The brand has always had a sustainable focus, can you tell us how you played into that with this campaign?
Rebecca> Sustainability has been at the core of EMU Australia since the very beginning. We believe in working with natural materials and not creating or consuming quickly, instead taking a considered approach. Our belief is that creating quality products allows people to make a more sustainable choice when they invest in their footwear rather than cycling through fast fashion.
Céline> In the context of our marketing strategy, this ethos was a key factor which ultimately contributed to our creative ideation. Sustainability for EMU isn't just a marketing tactic, it’s a genuine reflection of their values which supports our hero brand platform ‘Living the EMU Way’ #TheEMUWay.
LBB> This wasn’t just a campaign release, but a change in marketing strategy. How did you approach this? What were some of the challenges you encountered?
Céline> This campaign marked a big strategic shift for EMU, transitioning from a product-centric to an emotionally driven brand. The goal was to elevate the brand globally, improving reach, awareness, and distinctiveness. To create this distinctiveness, we had to emphasise a unique identity, steering away from the conventional focus on physical comfort. Instead, we explored what comfort enables; centring our narrative on the concept of wellness.
The task of steering EMU away from the product-centric narrative and establishing a more emotional connection was the greatest challenge - as it would be for any brand. We had to navigate the complexities of conveying the brand's essence without resorting to conventional clichés. So by thinking about comfort beyond just the physical and encouraging consumers to appreciate essential moments, and embrace a wellness lifestyle, we aim to bring EMU's emotional benefit to life - a feel-good state of mind that prioritises wellness above all else.
LBB> When deciding on the aesthetics of this spot, and going with animation, what style were you keen to use and how did you achieve this look?
Céline> Our visual expression is centred around the core concept of how it feels when you wear your EMUs: freed from stress, self-consciousness or anything that pulls you back. You feel good and you boast that unapologetic, quiet confidence.
Illustration would allow us to be distinctive and show comfort in an elevated, playful and bold way. The characters are developed into our colour palette, so they too become distinctive assets that help build brand recognition, association and recall over time. This also reflects an appreciation of craft and not rolling with the trend cycle.
We collaborated with BOL, a full-service animation and illustration production house made up of a handpicked roster of international directors and illustrators, whose distinctive previous work seemed the perfect fit to translate our concept into life.
LBB> The combination of illustration and city footage makes for a real contrast – why were you keen to play with these elements?
Céline> We wanted to place our larger than life characters in a city setting to really emphasise the feeling of wellness and carefree benefits of wearing EMUs. The contrast of a traditional busy city setting against our characters who can glide around town drives this home. This distinctive visual direction also helps to differentiate EMU from its competitors and highlight their unique qualities as a brand. We were extremely mindful to ensure we stayed in line with the rest of the EMU world by sticking to their existing colour palette. Additional colours were introduced when it felt appropriate and characters were dressed in timeless, understated clothes to further bring the viewers' eyes to the shoe.
Guille> We believed that combining the mix of illustration and real-world elements was the best way to showcase the unique features of the brand. Our animated characters specially moved through real scenes. Depending on the audience, it could be more or less lively and fun, or more calm and relaxed. However, the main message always remained about the comfort and ease associated with EMU.
LBB> What were some of the considerations you had when making a global campaign? How do you create for an international audience and appeal to each audience at the same time?
Céline> When crafting this global campaign, our approach was grounded in a carefully developed strategy that considered the diverse nature of our audience across various regions. Our first step involved audience segmentation, identifying key markets per social platform and aligning them with the defined personas. This nuanced understanding guided our decisions throughout the creative process.
In particular, when designing the illustrated characters, we selected age, ethnicity, and outfit styles based on the persona definition for each target market. This ensured a tailored and relatable visual representation resonating with each audience's unique characteristics.
It was crucial, however, to ensure our strategy extended beyond aesthetics. We made a big effort to grasp the cultural nuances and preferences specific to our target audiences in different regions. This approach was instrumental in avoiding cultural stereotypes and demonstrating sensitivity to diverse cultural values. By doing so, we aimed to create content that could work across geographical boundaries and also establish a genuine connection with each audience, fostering a sense of inclusivity and relevance on a global scale.
LBB> It was important to convey the laid-back, Aussie style as a nod to the EMU brand. How did you achieve this through the choice of music and the pace of the visuals?
Céline> In capturing the laid-back, Aussie style reflective of the EMU brand in our visuals and music selection, a key element was infusing the campaign with the essence of 'Living the EMU Way.' We curated a soundtrack that encapsulated carefree confidence, an unapologetic attitude, and a lighthearted, joyful buoyancy. The selected songs complement the 'hero film' and then were also tailored to integrate into the three cut-down versions, ensuring consistent and captivating audio across different campaign segments. The music resonates with the target audience, embodying confidence, timelessness, and a distinctive attitude.
Guille> Both the music and animation work together to capture the easygoing vibe that defines Aussie style. Each character has a unique way of moving through the urban environments, and through this, we can see how the music matches their actions. This creates subtle contrasts in the sound space that strengthen the story and communicate the essence of the campaign.
LBB> In terms of the strategy side of things, who was your target audience for this particular spot and how did that help to inform some of the creative decisions?
Céline> The target audience for this particular spot was defined as predominantly professional women aged between 25 and 40 years old. This demographic was identified by analysing our existing customer base, evaluating the current online audience, and aligning strategic brand objectives with those who resonated with our brand and campaign platform. To guide our creative decisions, we developed hero personas, delving into the key attributes, emotions, and characteristics of the individuals within our target demographic. This thorough understanding of our audience informed and shaped the creative process, ensuring that the content would effectively connect with and appeal to the identified group of professional women aged 25-40.
LBB> Timescale-wise, what was the turnaround on the project? Following that, how did you choose the right time to go live with the content?
Céline> In terms of timescale, after locking the strategy earlier in the year we went into creative development from June to July, followed by the production phase, August to September.
It was important that we were ready to go live in October for three months in time for the northern hemisphere winter to maximise relevance in the market. Similarly, the campaign will be run in the southern hemisphere from April onwards to meet their winter. Thus providing a global and seasonally relevant approach.
LBB> How have audiences been reacting to the new campaign so far? Do you have any funny or interesting stories to share?
Céline> As with most global brand campaigns, content creators were selected to amplify the core brand message. We partnered with Elle Edwards, a digital content creator, who showcased how she embodied the concept of ‘Living the EMU Way’ through various content pieces. Just like our brand campaign video, Elle was transformed into one of our EMU-illustrated characters and captured against a London backdrop; and the response from audiences has been overwhelmingly positive. Although the impact is currently on a smaller scale, the sentiment and engagement of her content affirm that the message is indeed connecting with the audience we aim to reach. While no specific funny or interesting stories are yet mentioned, the overall positive reception from users on social media is proof that we’re hitting the right audience.
LBB> What’s next for the brand?
Rebecca> In 2024, EMU Australia is poised for a significant milestone, marking 30 years of excellence in crafting quality, sustainable products designed to endure. The brand is set to unveil a captivating fall/winter ‘24 collection, featuring exciting collaborations with iconic names such as Barbie, Shaun the Sheep, and Vibram. Additionally, EMU Australia remains committed to amplifying the #TheEMUWay message globally, ensuring everyone can embrace the understated, unapologetic feel-good vibe the brand embodies.
