Shinola: Roll Up Our Sleeves

In a declining market, Shinola, a US lifestyle brand specialising in watches and luxury goods, used a variety of media to inspire positivity and proactivity in the public, and thereby reinvigorate the brand.

Campaign details

Brand: ShinolaBrand owner: ShinolaLead agency: MullenLowe USCountry: United StatesIndustries: Luxury retailMedia channels: Events & experiential, Magazines - business, trade, Mobile & apps, Online display, Outdoor, out-of-home, Public relations, Social mediaBudget: 1 - 3 million

Executive summary

A brand asking people to 'roll up their sleeves' falls flat if it doesn't 'walk the walk'. This idea for Shinola was led by the brand 'walking the walk' in media by using channels like out-of-home, mobile, street teams and editorial/news to inspire people to take action for the...

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