Blundstone ditches polished lifestyle for "Well Worn" look in new Thinkerbell campaign

Blundstone has launched new creative under its "Well Worn" platform, developed with Thinkerbell, following the platform's 2024 launch.

The new work moves away from polished lifestyle imagery, instead featuring scuffed and worn boots shot from the wearer's perspective across city and outdoor settings.

“Well Worn’ has always been about celebrating the scuffs, scrapes and creases of beautifully aged Blundstones, proof of the real stories our wearers create every day,” Amy Munting, Head of Marketing & Brand at Blundstone, said.

“The memories made in a pair of Blundstones are what make them so special, and our wearers often pay tribute to their boots, sharing the stories, adventures and journeys they've been part of.”

Suzi Williamson, Head Thinker at Thinkerbell, added: "Blundstones don't sit in closets gathering dust; they get out in the big wide world.

“The team have leaned right into that authentic point-of-view aesthetic, showing that no matter the occasion or environment, these boots are built to be Well Worn."

The global campaign will roll out across digital, social, print, and OOH channels worldwide.

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Credits

Client: Blundstones
Creative Company: THINKERBELL
Production: Sam.I.Am
Photographer: Tobias Rowles