Knit to last
Over time, socks wear down from continuous use and inevitably have to be thrown away. The quality materials in Darn Tough socks means they are guaranteed to last a lifetime. And possibly, even beyond. We are positioning Darn Tough socks as the last pair of socks you'll ever need—literally. We are showcasing the lifetime guarantee by placing the socks on creatures that have lasted beyond the human lifespan.
A print ad in a magazine meets Darn Tough’s rugged, quality-driven audience right where they are—flipping through gear guides and outdoor lifestyle spreads. It’s a tangible, lasting touchpoint for a brand built on durability.
Billboard ad to be placed in a cemetery to create a picture of Darn Tough socks lasting so long it’s even beyond death.
Transit ad that will project ghosts wearing Darn Tough socks to bring the still ad to life and create an interaction between the consumer and the product.
Most people click through Instagram stories fast, so having multiple stories back to back will give consumers an interesting look into the long-lasting durability of Darn Tough Socks.
Outdoor animation to be placed near a graveyard to fully immerse the viewer and help them envision just how long Darn Tough socks last.
PR event in which people can bring socks back to life by donating a used pair of socks and getting a new pair of Darn Tough socks on the spot.
Sock packaging for the PR event, highlighting the sock’s longevity by incorporating a skeleton’s foot.
Co-Creatives | Nicole Stawski, Abigail Shavers