CROCS ICON OF ALL ICONS, SOCIAL CAMPAIGN ‘24
For Crocs UK hero social campaign, I was tasked with creating a distinctly British campaign concept to celebrate the Crocs Classic Clog, the original OG Croc.
Crocs wanted a campaign that brought to life the unique and divisive nature of Crocs, seen as a little bit marmite, but ultimately a real classic icon. Along with this, they wanted the campaign to feel truly British in tone, so we looked at how to bring this message to life with a fun, playful and sarcastic campaign.
campaign hero video
Routed at the heart of Britcore are the social media icons - from the TikTok trend setters to Youtube sensations.
For this concept we set up a spoof awards show, to crown the “icon of all icons”. Casting the best British influencer icons, from GK Barry to Ash Holme and Jack Remmington, to reflect the iconic theme - all icons in their own right. They’re the people that make us laugh and cringe. They are divisive. Just like the classic Crocs.
We created a comical skit to build anticipation around the winner of this spoof awards. Ultimately to celebrate the Crocs Classic Clog, we weaved in a twist to crown them, the ultimate icon.
Shot in a behind the scenes style, the objective was to achieve the iconic awards show look and feel, from the dressing room, to the red carpet. Tapping into the iconic 90s awards show feel, with our talent playing up to the paparazzi style cameras, further emphasising our iconic theme.
VISUAL DIRECTION
BTS SOCIAL VIDEO
Adding a BTS video into the campaign further drove the organic nature of the Crocs campaign messaging, iconic and real to their core, we wanted to demonstrate how we brought this campaign to life, showing the people behind the lens and of course our iconic talent.
Creative Director: Iyesha Cheema-Bradshaw
DOP: Jamie Korn
Camera and jib operator: Richard Bradley
Photographer: Rebecca Spencer
Social agency: Spring the Agency
Production: Bridget Productions