This ad campaign for New Rock capitalizes on their unique and varied shoes that make them a cult brand for alternative aesthetics. Giving New Rock a bold and witty brand voice, this appeal to many subcultures is utilized to create a mutual admiration and rapport between brand and consumer.
New Rock’s branding and voice are inconsistent and and often strange. Compared to their customers, their photography is mild and feels stale. Rather than play it safe, this campaign fully embraces its consumers and connects with them.
With imagery that puts an exaggerated focus on the shoe without taking away from the model’s personality and copy that calls out their target audience, New Rock is reinvented with a consistent brand and a unified message.
On Instagram would be an opportunity for New Rock’s customers to have their outfits featured on the official Instagram as reposts from the individuals’ Instagram stories. Participants are encouraged to share who doesn’t like their New Rocks in line with the campaign tagline.