Sandugo
- Fashion Durability: Advertising Campaign
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Details
- This thesis project is a campaign for Sandugo, positioning it as the durable Filipino-made outdoor footwear brand. With the shift brought by the pandemic, more Filipinos embrace outdoor activities—creating a strong opportunity for the brand to strengthen its position in the market. The key insight is, “Durability is the top priority that is also reasonably priced, but I am also looking for a footwear that can match with my outfits.” While consumers want footwear that fits their style and budget, durability remains the most important commonality among mountaineers and outdoor enthusiasts when going on adventures. Hence, the big idea, “Fashion your feet with durability,” Through a non-traditional advertising campaign and strategic media placements, the project increases awareness, addresses product knowledge gaps, and firmly associates Sandugo with durability.
Services
- Creative Direction
Industry
- Footwear and Outdoor Equipment
Credits
- Thesis by
- Kezia Braña
- 3D Render
- Kezia Braña
Year
- 2022