FootJoy has been the number one shoe in golf for a long, long time.
But as a brand, they’ve always taken a modest voice in their advertising. With more and more competitors trying to encroach on their position, they felt it was time to get a little bolder than in years past.
Art Director Ron Harper and I conceived this campaign to do just that.
Beyond just being a little more assertive, the campaign approach had to work for an overall brand spot, a glove category spot, and a launch for a new shoe that had a tree frog as its inspiration.
We packed a lot of information into each execution, while still carrying the confidence and attitude of a leader.