Melbourne shoe brand Rollie launches new campaign via VCCP and The Pool Collective

May 23 2013, 11:25 am | BY Ricki Green | 4 Comments

Melbourne shoe brand Rollie has launched it’s first brand advertising campaign, ‘Demonstrations in Lightness’, working with VCCP and The Pool Collective.

Launched in 2011 and made with a range of colours, styles and above all else lightness, it has quickly established itself locally and internationally.

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The brand attracted a string of publicity and rave reviews, as well as celebrity endorsement: At the recent Aria Awards, Gotye chose a pair of Rollies for his performance where he won Album of the Year, Best Male Artist, Best Pop Release & Best Australian Live Act.

However it was the product truth of incredible lightness that formed the insight that the campaign was built on: VCCP and The Pool Collective worked together to create a series of ‘Demonstrations in Lightness’ with Danny Eastwood as photographer.

Pairs of Rollies were put up against a series of colour-matched objects in a competition of gravity. A balance beam was made for the shoot and point of sale.

The campaign will run in fashion publications, street press and trade events around the world. Initial press advertising will be running in the US (including a film featured on NBC with an audience of millions) New Zealand and Australia, with the UK and Middle East to follow. The work will also appear on Rollienation.com and youtube.com/user/rollieshoes/videos.

Rollies are available in retailers across Australia and New Zealand with partnerships in the USA and UK to be announced shortly. They are also stocked in Dubai’s Level Shoe District, the world’s largest shoe store.

Says Jean Vince Lebon, founder of Rollie Nation: “The work is the perfect reflection of our brand and what makes Rollies so special. As we grow as a business and expand globally, we’re delighted with this campaign and to be working with our creative partners VCCP, who will support us as we grow.”

Says Dean Hunt, creative director at VCCP: “We took a simple product truth and turned it into a series of beautiful comparisons. It’s a clean and simple idea and it has been a pleasure working with Rollie and the talented folks at The Pool Collective, Cream and Grubervision.”