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12.07.09

Sorel Boots print ads

Print Ads, Consumer

After decades of making warm, waterproof, performance winter footwear, Sorel wanted to take a step off the mountain and into the fashion world. While maintaining Sorel’s iconic look and waterproof performance, they created sleeker styles for women that would look as appropriate on a city street as they would in a ski lodge. To announce the step in a more fashionable direction, agency Butler, Shine, Stern & Partners (Sausalito, California) created these print ads to run in Vogue during the fall and winter. The ads juxtapose the wilderness, traditionally associated with Sorel, and the urban landscape, that will be the stomping ground for the next generation of Sorels. The ads were just one part of an integrated sponsorship with Vogue that also included an in-store event with Nordstrom, a Sorel-specific "60 Seconds to Chic" video segment on vogue.tv and an online Vogue pop-up shop.

Carrie Ammermann, art director; Aimee Lehto, writer; Tom Coates, associate creative director; Neal Zimmermann, executive design director; Mike Shine/John Butler, executive creative directors; Erik Almas, photographer.

www.bssp.comwww.sorel.com