Campaign Trail: Journeys amps up absurdity to break back-to-school conventions
Anomaly helped imagine the first day of school at its most musically surreal while building on the retailer’s brand platform.
本条来自 Marketing Dive（marketing），聚焦 零售渠道、品牌营销、社媒内容、设计创意。 Anomaly helped imagine the first day of school at its most musically surreal while building on the retailer’s brand platform.
Anomaly helped imagine the first day of school at its most musically surreal while building on the retailer’s brand platform
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- Anomaly helped imagine the first day of school at its most musically surreal while building on the retailer’s brand platform
Anomaly helped imagine the first day of school at its most musically surreal while building on the retailer’s brand platform
People also ask
Campaign Trail: Journeys amps up absurdity to break back-to-school conventions
Anomaly helped imagine the first day of school at its most musically surreal while building on the retailer’s brand platform.
Campaign Trail is our analysis of some of the best new creative efforts from the marketing world. View past columns in the archives here.
Last year, Journeys launched its “Life on Loud” brand platform by reimagining New Radicals’ 1998 hit “You Get What You Give” in a throwback music video. For this year’s back-to-school campaign, the Genesco shoe retailer used music video logic for a “Don't Just Show Up. Turn Up” campaign that is even louder.
A 30-second hero video captures the first day of school at its most musically surreal. Students arrive at school by bus, speaker-loaded bike or horseback; individuals are followed by personal DJs, play five-necked guitars and surf on keyboards. The lunchline serves up sneakers and one student’s head is given a claymation makeover.
The effort was developed in collaboration with Stagwell shop Anomaly, which also crafted last year’s brand platform. The video was directed by artist Max Siedentopf, with hand-rendered effects by animation partner Slow Bureau. The campaign, running across TV and social, also includes three 15-second cutdowns, multiple six-second spots crafted for short-form social platforms and a social-first influencer program.
Apart from a desire to go bigger and louder than last year’s campaign, “Don't Just Show Up. Turn Up” was inspired by two things: a fine art photograph that mixed medical and musical tropes and a blog post in defense of brain rot that posited the digital material favored by Gen Z and Gen Alpha is how young people are responding to an increasingly absurd reality.