The Brand Agency launches first campaign for Steel Blue Boots, highlighting “Real Comfort”
The Brand Agency has unveiled its first campaign for Steel Blue, Australia’s leading manufacturer of premium work boots. Following a competitive agency review, Steel Blue selected The Brand Agency to develop a campaign that reflects their commitment to comfort and reinforces their market-leading position.
When it comes to work boots, Steel Blue is a true original, so we wanted the advertising campaign to match. Through a highly competitive pitch process, we were fortunate to explore a range of ideas from some outstanding WA agencies. Ultimately, The Brand Agency’s “Real Comfort” campaign was a clear stand out.”, said Michael Ellis, Head of Marketing at Steel Blue. “The cliché defying creative, simple messaging and sound strategy resonated so strongly that the final production remains virtually unchanged from the initial presentation.”
The campaign, titled “Real Comments. Real Comfort,” leverages authentic customer testimonials to highlight the comfort of Steel Blue boots. Recognizing the prevalence of clichés within the work boot category, The Brand Agency opted for a genuine approach.
“Tradies love their Steel Blues, and their online comments, reviews, and survey responses speak volumes – far more effectively than any agency-crafted copy,” explained Brendon Lewis, Business Director at The Brand Agency. “Our strategy was to amplify these authentic voices in an engaging and memorable way.”
The video-driven campaign launches in late February, coinciding with the start of the AFL and Rugby seasons. It will run across Foxtel, Kayo, Optus Sport, ESPN, and the Southern Cross Network, as well as Meta and YouTube, with plans to expand into audio and point-of-sale.
“The honesty and charm of real tradies will be highly effective in reinforcing Steel Blue’s position as a category leader,” said Ellis.
Client – Steel Blue
Head of Marketing, Michael Ellis
Marketing Manager – APAC, Krystle Fernandes-Hayes
Agency – The Brand Agency
Business Director, Brendon Lewis
Account Manager, Alex Crouch
Senior Strategist, Jeremy Gryguc
Creative Director, Steve Straw
Senior Copywriter, Lachy Banton
Senior Art Director, Jake Ransom
Production – King Street
Producer, Kelly Marie Miller
Assistant Producer, Britta Fehn-Jeffery
Director, Peter Townsend
DOP, Mason Truong
Sound Recordist, Brett Stayt
Sound Mix, Lachlan Cooper Soundbyte Studios
Gaffer, Dion Borrett
Art Director, Jess Wilson
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