R.M.Williams tells the tale of The Young Man Who Lived In His Boots in new campaign via Special
R.M.Williams has launched a new brand platform, ‘Crafted for Life’, via Special – its first multimedia national campaign since the brand came back into Australian ownership. The work is a homage to the company’s world famous boots that are handcrafted to stand the test of time in the outback.
Produced by Special and Revolver, the campaign leads with a cinematic film, shot in the brand’s birthplace of the Flinders Ranges in South Australia, telling the story of a rich and adventurous life lived by a man in his R.M.Williams boots.
To demonstrate the durability that is crafted into every R.M.Williams product, the film tells the story of a pair of Craftsman boots from current day all the way back to 1966, when they were first launched. It’s accompanied by a voiceover of an Australian interpretation of ‘The Old Woman Who Lived In A Shoe’ – the story of ‘A Young Man Who Lives In His Boots’. Packed with moments that celebrate the Australian heartland, he’s depicted living a full life ‘of many pursuits’, with his faithful, versatile boots always on his feet.
Directed by acclaimed filmmaker, Justin Kurzel, the film launches as a 90” and 60” for TV and cinema release as well as 30”, 10” and 6’ cutdowns across digital and social. It’s supported by OOH and print executions shot by Sydney based photographer Saskia Wilson, capturing the boots in varying stages of life, again highlighting their craftsmanship and durability.
The new brand platform also comes to life with a refreshed brand identity, nodding to a new chapter for the brand, drawing inspiration from the Australian landscape and creating a visual connection with the stills.
Says Chris Willingham, chief marketing officer R.M.Williams: “‘Crafted for life’ is founded on a truth that’s at the heart of the brand. This launch campaign beautifully captures the spirit of a brand born in the Australian heartland and reasserts the primary reason why our boots have never been in greater demand.”
Says Lea Egan, creative director, Special: “I’ve always loved this brand. So it was a dream to get to add a new chapter to their story. RM’s are made with a level of craftsmanship not often found in today’s world. One pair truly can last a lifetime. This platform celebrates that rare and enduring dedication to timeless quality.”
The campaign will roll out across Cinema, TV, OOH, OLV, Social and Owned Channels.
CLIENT: R.M.Williams
CHIEF MARKETING OFFICER – Chris Willingham
HEAD OF MARKETING – Danielle McCarthy
MARKETING EXECUTIVE – John Pitsikas
HEAD OF DESIGN – Lolita Porte
HEAD OF DIGITAL DESIGN – Cath Barnes
AGENCY: Special Australia
CHIEF CREATIVE OFFICERS – Tom Martin & Julian Schreiber
CREATIVE DIRECTORS – Sian Binder & Lea Egan
CREATIVES – Jessica Roberts & Cat Williams
HEAD OF DESIGN – Adam Shear
CEO – Lindsey Evans & Cade Heyde
STRATEGY PARTNER – Dave Hartmann
TEAM LEAD – Tiffany Hunter
BUSINESS DIRECTOR – Laura Little, Meri Stewart
BUSINESS MANAGER – Timmi Tsapaliaris
HEAD OF FILM + CONTENT Melbourne – Sophie Simmons
HEAD OF FILM + CONTENT Sydney – Sevda Cemo
SENIOR PRODUCER – Paul Johnston
INTEGRATED PRODUCER – Glen McLeod
PRODUCTION COMPANY
DIRECTOR – Justin Kurzel
EXECUTIVE PRODUCER – Pip Smart/Michael Ritchie
PRODUCER – Alex Kember
CINEMATOGRAPHER – Sam Chiplin
PRODUCTION DESIGN / COSTUME – Alice Babidge
EDIT HOUSE – THE EDITORS EDITOR – Lily Davis
POST PRODUCER – Liv Reddy
MUSIC
ARTIST – Jed Kurzel
SOUND STUDIO – Rumble Studios
SOUND ENGINEER – Cam Milne
SOUND PRODUCER – Siena Mascheretti
PHOTOGRAPHER – Saskia Wilson
PRODUCTION COMPANY – Artbox Black
AGENT/PRODUCER – Jane Robinson
RETOUCHER – Visual Thing
39 Comments
Seem like a weird thing to do.
Luckily their boots last longer than their brand platforms (and agencies).
I’m not saying it’s anything like this – but a strong track and no vo, particularly not one that rhymes, would have made this better. Beautiful imagery tho.
https://www.youtube.com/watch?v=Mze1YggXyew
Looks nice. But this would be infinitely better without that VO and a good track.
Very long. Too long.
Why the VO?? Distracts from what would otherwise be a good spot
This had potential. Images are great, can’t deny that. Script, casting, music all very underwhelming. That end line 100% to camera made me want to throw up my lunch and throw my RMs out the window
More RMs sold to Canberra cowboys than actual cowboys.
Have to agree with the comments here – the rhyming VO, music all distract from what would’ve been an effective visual storytelling. Kept getting pulled out of the story. The last line was naff and unnecessary and undermined the honest naturalism of the rest of the piece. Bit of a shame really; lovely images.
Beautiful imagery.
Beautifully shot and written. But where were the finance cowbros in Northface puffer vests? They’re the unsung heroes keeping the company afloat.
No disrespect to the hard working copywriters of Australia, but have any of you ever heard an actual poem? Please for the love of rhyme and meter, at least give the lines the same number of beats. Or drift into free verse but make it poetic. Feels like a third of ads these days were written by people whose greatest exposure to balladry was the opening titles of PlaySchool.
I’ve got 6 pairs, they’re brilliant. They give me a sense of confidence… if life is falling apart, at least my boots aren’t.
You’re not selling to farmers anymore nor are you motivating your target audience with stories of a farmer who lived in boots being chased by emus.
Where has insight gone in this industry?
Cinematography aside, this is terrible. The narrative is lost amongst that cringey VO.
My culture is not your costume (/prop)… also, thought the vo on the Snowies spot err’ed on iffy, then listened to this and nearly spat out my lunch
Do you also want Corona ads with teenagers at a house party? Or Nike ads with someone going to the supermarket?
Nobody wears $750-1500 dress boots on a farm, unless they’re from the bank or a real estate agent. They’re ripped to shreds before you’ve walked the driveway. Someone, somewhere, surely knew this. Clearly appealing to the GPS school puffer-jacket audience someone alluded to before.
very expensive, very uninspiring.
Special getting lazy
For group account directors, finance folk and private schools in puffer vests. This ad is terrible. A fantasy of the country. lame.
You guys are just awful peers. I’m so sick of all this negative commentary. CB thriving on the negative once again.
That was nice, beautiful imagery, well crafted. Yeah some things missed the mark but you’re gonna get that on the big jobs. Take your common projects and jog on back to your deck and finish off that TOV document.
Simple but well-told story, great distinctive proof point for the brand and a line that swings both ways. Love it.
Not sure why Special chose to make this. There must have been better ideas on the table. So how did this sneak through? It’s not a founders story. It does nothing for the current RM customer. I can’t imagine it’s running on TV so it’s a 90sec pre-roll?
I really enjoyed it.Who cares who buys them?
Like the boots ,beautifully crafted.
Nice spot murdered by the VoiceOver.
Only the internal ppl care about a brand’s origin story – and even then, not really.
No one else wants to know.
They want to be entertained.
Laugh, be surprised, be shocked.
Origin stories are encroaching on dancing ads.
Let’s do away with both and make entertainment again, please.
You’ve got 6 pairs of RM Williams? Why?
Same here too. Could’ve used a writer.
On farmer wants a boot, farmer joe gets another pair or boots
I couldn’t agree more. It seems very few in our industry have mastered prose beyond qualitative metre and an AABB rhyme scheme. Which is why they sound like clunky nursery rhymes. Why not do what Art Directors do when they need a storyboard artist and hire a professional?
The perfect outdoors-cosplay porn for some white dude named Jeremy from Woollahra (the only people who buy these shoes now).
Script: (googles ‘Rustic Australiana’) here it is.
Release from Special Group or Thinkerbell with double figure comments, mostly negative…check
Negative comment on choices made but no reference to the client (a sure sign it’s a Specials or Thinkerbell release)…check
Reference to another ad…check (at least the wrangler ad was posted as part of constructive criticism)
Insight questioned followed by either no insight offered or a lack of insight into the category…check (100% do those city dwellers still buy into the living on the land myth)
so twiggy has given you some cash – spend it on an ad thats way to long, and without any media so it will never be seen.
Why do they keep showing country people in really old cars? All the farmers I know drive $100k+ Toyota’s. All I can see is a lack of understanding of the Australian bush culture and the GPS boys who now wear the boots on the hedge desk. They need to stop trying so hard and get real.
Nothing like leaning on some farmer cosplay to help sell more pairs of Mosman Gumboots…
@reality not sure what driveways you’re walking on but RMs get worn in the country because they last and you can get them repaired. They have two audiences. Rich puffer types jacket types spending 750 to walk on polished floorboards and people that use them as authentic workwear. They successfully sell to both by leaning into the audience that established the brand, farmers. It’s a nice platform.
Since RM’s stopped making their “stockyard” line I don’t know any farmers/graziers who still wear their products for work. The boots are town shoes or event shoes (as in, weddings & funerals). No one has time to send their only pair of worn in work boots off to be repaired, so stick to a brand we know we can (afford to) buy another pair off the shelf when the current pair breaks down. RB Sellars have taken over RM’s share of outback wear I’m certain.
Most shearers would not spend the $750 for a new pair now days and if they did they would keep them for Saturday night in town. Not sure if they are as good as they use to be. Designed for the political and business class now days and most do their hardest work in the run from the Qantas Club to the Departure Gate.
‘Crafted for life’ is generic and would sit better for a mass brand, not RM Williams.
Execution is poor [Talent, VO, Sound, Poor rhyme] and cheapens the what is a excellent product with an great history and with such incredible potential. This brand deserves premium/luxury position and execution. Missed opportunity this time.