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Women are sold many things in the name of wellness: organic body scrubs, LED masks, and yoni stones for your you-know-what. 'More Less,' a campaign from outdoor lifestyle company … read moreMerrell and indie creative agency Lafayette American, tells women to put away their beauty guru approved spirit dust and gear up for a hike. The campaign attacks the gimmicks and endless chase of the women's self-care market, which posits that all you need is the right healing crystals and facial to turn your day around. “You need more ‘this’ to be more ‘that,’” the ad says. Women don’t see the outdoors as a solution to their self-care today. 'More Less' reminds women that the greatest form of self-care has always been pretty simple: get outside and get moving. The creative follows a series of women as they put down their gold-plated dumbbells, gear up for a hike, and seek some real oxygen therapy…with real oxygen. “When we get outside, get moving, and get to reclaiming self care, we'll find that we're more than enough,” the ad says. “And that all we ever needed…was less.” The work was created by female-led teams, including the Merrell marketing team, the partly women-owned Lafayette American, and female creatives and producers. The campaign will launch nationally and on television on March 1st, 2022.
read less...Merrell Footwear
Chief of Marketing: Janice Tennant
Creative Director: Kelly Warkentien
Brand Marketing Director: Lindsey Lindemulder
Sr. Brand Manager: Ben Stark / Nathan Buelow
Agency
Founder: Toby Barlow
President: Emily Siegel
Group Account Director: Stephanie McMillan
Account Supervisor: Kara Augustyn
Production Company Producers and Photographers: Beth George, Shannon Lords-Houghton, Tyler Boylan
Editing/Post Production/Special Effects
Editorial Company: Mutt Film
Editorial company producer(s): Beth George, EP, Mutt Film / Deb Agolli, EP, Push Media
Editor(s): Samantha Stone Shannon (Mutt), Nathan Hardecki (Push Media)
Music Director: FATHER
Post Production Company: Mutt Film
Postproduction company producer: Beth George, EP
Engineering: Gold Sound
Audio: Samantha Stone Shannon, Father, Nathan Hardecki, Marc LaRochelle
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