Just when you think the advertising landscape has run the repetitive gauntlet so long the cogs are about to melt, iconic Australian footwear brand Volley have handcrafted a beautiful, progressive, open-minded campaign, released in conjunction with Ansell (because whatever you’re rooting for, you should be doing it safely). The shoot was curated by Ainsley Hutchence of Sticks & Stones, who found the concept surprising given the perceived nature of the brand. Though that quickly changed.
“When they told me they wanted to strip back to their roots & promote the celebration of sexual expression, freedom and rooting for change, it made perfect sense,” she told us, explaining, “We have made it our mission to educate the public about natural beauty, embracing change and supporting and appreciating our differences, so this campaign made total sense to us.”
The #grassroots campaign tackles the vast majority of topical issues in circulation right now, and it does so with an unashamed aura that makes it so much better than it already is. While the photos steal the show, the copy pacts serious punch. “We’re sick of being socially engineered and we shun political correctness. Our campaign is all about the celebration of sexual expression whilst remembering to stay safe.”
With the legends at Sticks & Stones spearheading the shoot, Marisa Taschke (of Racquet Studio) behind the lens and Jaen Collective taking care of film, the final product is a big step for Volley, and a huge step for Australia’s media landscape.
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