Australian footwear brand R.M. Williams wanted to make some noise and relaunch the brand in the UK. They wanted to appeal to millennials in fresh and grounded way to encourage new interest and customers in the brand.

Looking at their outback origins and considering how we interact with clothes and footwear today.  Where people are less likely to wears items such as hiking gear to strictly hike, people didn’t wear R.M. Williams boots to traverse the outback. 

With this thought we had an opportunity to define what the outback looked like in modern Britain for an OOH campaign.

We executed this idea by juxtaposing images of people in rural oz and suburban UK to dramatise the difference in environments. Along with headlines that embodied the new wearer scenarios that R.M. Williams get worn for.