This advertising campaign for Danner, a manufacturer of work and hiking shoes, targets outdoor women with a sense of adventure. The print ads were created to encourage the reader to take photos while on outdoor trips, and then post them on the client’s Instagram page – a corresponding hashtag is named. The large-format advertising photos, showing ladies’ legs in hiking shoes overlaid with a bold, empowering claim, are designed to spread campaign awareness.
[Red Dot: Junior Award]
Danner, Portland, Oregon
K. C. Thompson, SCAD
SCAD Savannah College of Art and Design, Savannah, Georgia