Brand journalism is the idea of being interesting before being self interested. It allows a brand to express who it is rather what it does. Kickers is a shoemaker with a history of making quality shoes for children, but with a new need to develop as a brand for adults as well. Larry Said So created a web series to demonstrate how the values of the shoes you wore as a kid influenced the adult you have become.
The web series is composed of 8 stories : « extra - very ordinary » people. Everyday people who paved their own way without walking in anyone else’s footsteps. These 8 episodes were displayed on Kickers’ e-shop, and have generated 36 other “snacking content“ videos from ‘15 to 1’ for social media purposes. This web series will anchor the brand’s values in time and transcend generations to deliver a universal message. It is not linked to a product in particular, giving it a much longer lifespan than any other campaign