Blundstone eyes global growth with ‘Wear Summer Out’ campaign

Blundstone is taking a more aggressive global stance with a new campaign, ‘Wear Summer Out’, as it looks to build relevance in warm-weather markets across the US, Europe and Asia markets Japan and South Korea.

Developed with Thinkerbell, the campaign supports the rollout of the brand’s expanding summer range, including lightweight boots, sandals and clogs, marking a move beyond its traditional cold-weather associations.

“Blundstone is well known for our elastic-sided Chelsea boots, which develop a unique patina and character with every wear. The more you wear them, the more they reflect the life you live. Our new warm-weather range is no different. From long beach days to far-flung travels in hot city streets, we encourage people to make the most of the season and wear summer out in Blundstone,” Amy Munting, head of marketing and brand services at Blundstone, said in a press release.

The creative centres on the idea of extending the “golden hour”, using long shadows across backyards, open landscapes and city environments to suggest longer days and time spent outdoors.

While the line ‘Wear Summer Out’ leans on the brand’s durability credentials, its meaning is less literal, pointing more to the idea of exhausting every moment of the season rather than a product feature.

“It’s always a privilege to collaborate with Blundstones, especially to help take this brilliant Aussie product to the world. Wear Summer Out is a great example of a brand-led idea, where the concept and execution entwine with the brand seamlessly, both in meaning and visually. No need for a logo in the bottom right corner, if it’s part of the idea,” said Tom Wenborn, chief creative tinker at Thinkerbell.

The campaign rolls out globally across out-of-home, digital, social and retail, with international markets a key focus. Thinkerbell led creative, with production by Sam I Am and photography by Benito Martin.