Bobux NZ goes global (no small feat!)

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Looking to accelerate its international growth in 2018, NZ-based shoe brand Bobux is launching its new season with a global campaign created with agency partner Running with Scissors Auckland & London.

The campaign takes the viewer on three adventures, experienced through the imagination of young kids.

“Our shoes are specifically designed to be good for growing feet. They have to be healthy for children and something they want to wear.” says Auckland-based brand & marketing manager Amy Wright. “We wanted a campaign that reflected the freedom and sense of adventure kids feel when they wear Bobux shoes.”

The campaign will be launched through online video, social media, in-store, and with a unique gift with purchase – a children’s activity book designed and illustrated in-house at Running with Scissors.

“We love the story of Bobux – a global brand that just happens to be based in New Zealand,” says Margaret Hawker, creative strategist at Running with Scissors.

“The shoes are incredibly well-made, and because they’re comfortable, kids choose to move and run around more having adventures. The campaign captures that spirit and ‘anything is possible’ attitude.”

“Running with Scissors got up to speed fast, captured the essence of the brand and felt like an extension of our team.”

For Ellen Ross, senior creative at Bobux, this attitude carried through into the client agency relationship. “We have big ambitions and operate in complex international markets so it was important that the creative process was collaborative.

“Running with Scissors got up to speed fast, captured the essence of the brand and felt like an extension of our team.”

The agency’s international footprint was critical to ensure a global appeal, despite limited budgets and an NZ-based team.

Ross said: “We worked with Friday O’Flaherty, head of the agency and based in London, to confirm that our artistic direction was on point and culturally relevant for key European markets in 2018. 

Hawker said: “Natural under-styled shots, kids who are characterful rather than models (though they’re all completely adorable), and a dreamy aesthetic move this campaign forward from previous work, without creating a jarring change for the brand.

“Everybody on the production crew worked on a freelance basis. “The way it all came together was a bloody miracle,” Hawker said.

Wright said: “We were thrilled with the process and the project. Not only did we get a campaign that will deliver internationally, the agency worked lean – our budget ended up on-screen, not in production.”

The campaign is currently being released to global markets.

  • There are three brand videos – the one at the top of this page is Horse.
  • See the other two below



Client: Bobux International
Brand and Marketing Manager: Amy Wright
Senior Creative: Ellen Ross
Communications Manager: Marie Taylor
Story & Content Coordinator: Lisa Fromont
Agency: Running with Scissors
Head of Running Worldwide: Friday O’Flaherty
Creative Strategist: Margaret Hawker
Creative Business Director: Stella Terrell
Art Director: Lex Fleming
Production: All freelance
Exec producer: Peter Mayo
Director/Producer: Karen Mackenzie
DOP: Richard Harling
Editor: James Hutchinson
Photography: Lucie Smeriglio

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