Cole Haan: Chelsea Pump campaign
BBH NY/Deep Focus
Background & Challenge
Cole Haan is a brand widely known for making comfortable, conventional brown shoes. Or, in layman's terms, it's everyone's mom's favorite brand. Your dad probably has a dozen pairs in his closet. So when Cole Haan began manufacturing products for a younger consumer, it faced a bit of a crisis; it had aged along with its core consumer and had a serious image problem.
Cole Haan needed to radically regain credibility with a younger target, and recruit a new generation—on a small budget. It was all about going for...