Sex Sells, But So Does Progression
Volley teams up with Ansell to launch their #GRASSROOTS SS16 Campaign.
Some of my fondest memories were donning a fresh pair of Volleys, a shoe as entwined with Australian culture as Bob Hawke chugging a beer at the SCG. Few of us grew up without wearing the all-white wonders at some point, and it’s that coming-of-age run that still feels a lot like home. Fast f orward to 2016, and the shoe remains a classic, even with a new design surfacing just last week.
All of that said - this isn't an article about Volley, rather, one about progression.
When the brand hit the ground running in 2016, they launched the #GRASSROOTS SS16 campaign. The premise? The celebration of sexual expression, alongside the notion that all of us are rooting for change. And beautiful double entendre aside, absolutely everything about the campaign screams acceptance, and in a world that's still got work to do in the progressive sphere, the #grassroots movement couldn't be more timely.
To emphasise the importance of issues that really matter, the #grassroots campaign went a step further, teaming up with Australian king of condoms Ansell, providing the entire masterpiece with a simple, yet very important piece of subtext: saftey first.
To top it all off, Volley called in the skills of crew at Sticks & Stones Agency alongside a slew of other creative talents. Together, they put thought into vision. The final aesthetic of the campaign is a telling reminder that times are changing, and a call to arms for a new breed of media.
Check the full shoot HERE.
Words by Sam Attwood.