CROCS
BRAND REPOSITIONING
Crocs is seen as the meme shoe, no longer the comfortable, versatile, sandal. Instead of trying to convince society that this shoe is NOT ugly, let us embrace its unique and ugly design by not giving a f*ck.
Prompt: Revive a dying brand
Brand: Crocs
Mission: To change society’s perception of Crocs.
Big Idea: Embracing their perceived ugliness by promoting the idea of “DGAF”, Don’t Give A F*ck! Not a style but a statement.
Execution: 1 minute commercial
