In 2017, Crocs launched an open invitation to consumers around the world to be themselves with the “Come as you are” campaign. Almost ten years later, it expands its discourse around self-expression and the celebration of individuality with its new global brand campaign, titled “Wonderfully Unordinary,” created by agency Flower Shop.
Crocs expands its positioning around self-expression
Crocs thus begins a new stage in its creative career. The platform reflects an evolution of the brand, which reflects a shift towards growth, self-expression and the future and improved version of both the consumer and Crocs itself, as explained in a statement.
With “Wonderfully Unordinary”, Crocs reinforces its purpose and reorients itself towards new generations. He does so with a speech in which he recognizes the mentality of young people, who understand the world as a place that is different for each person and in which everyone has the ability to shape their history and the way they experience life.
This idea is materialized in an advertisement, directed by Adam Berg through the production company Smuggler, in which the brand’s footwear brings mannequins to life. These become two young people who discover the little things in life, like smelling flowers, dancing with a friend or riding a bicycle for the first time.
The spot positions Crocs in the field of life experiences, in contrast to a world dominated by algorithms and homogeneity. The brand is linked to emotions such as discovery, excitement and fun, and the celebration of the imperfect and the authentic versus the perfect.
“Since joining Crocs I have seen firsthand how the brand brings joy to everyday life and invites people to experience the ordinary in wonderfully extraordinary ways.“said Carly Gomez, Crocs Marketing Director, in a statement. “That same spirit resonates with today’s generation, who are learning to trust their instincts and stay true to who they are.”.
The campaign is already running globally and will include executions on digital platforms, social networks, collaborations with influencers and content creators, point-of-sale activations and outdoor advertising, with the intention of boosting Crocs’ presence globally.
