Rockport enlisted Soldier to bring energy, luxury, and an aspirational lifestyle to the brown shoe market. The integrated “Winter Wanderland” campaign came to life through traditional advertising, retail environment and digital channels, balancing luxury and the functional message of winter walkability.
The Rockport Company is a Boston-based brown shoe manufacturer known for comfortable dress shoes utilizing footbed technology adopted from Adidas. Soldier helped elevate Rockport’s storytelling from technical performance-focused to aspirationally evocative. By creating the vision and framework for the global “Winter Wanderland” holiday campaign, we initiated a shift towards luxury and lifestyle storytelling with significant results for the holiday shopping season. Soldier executed all facets of asset creation, including site locations, talent casting, styling, art direction, and photography. With those assets Soldier delivered print advertising, storefronts, interior bays and tables, and front end web development for campaign pages on the Rockport site. Amplifying style and luxury and supporting the technical benefits of the footwear across channels provided a serious lift for Rockport at retail and online. Key performance indicators showed a dramatic increase in store traffic and conversion during their most important sales window of the year.
Soldier delivered the "Winter Wanderland" campaign digitally as a holiday-themed experience embedded within rockport.com. Information architecture, front-end template development, and messaging supported focus on the moments that define an ideal holiday experience, reinforcing the storyline with technical benefits of the footwear for winter, checking the box for comfort (a core pillar of the brand), and providing a simple path to purchase.
“Winter Wanderland” transformed Rockport stores into modern chalets during the most festive time of year. Sleek picture frames, artifacts of the moment, and residential-style point of purchase displays evoke the narrative of a metropolitan couple escaping city life for an Aspen excursion. Photography highlight multiple wearing occasions across the breadth of winter conditions, reinforcing winter walkability and driving conversion.
Against the stunning backdrop of Aspen/Snowmass footwear remained the hero. Style and function were highlighted through a series of vignettes that first conjured a sense of luxury, and second reinforced the comfort and technical performance across for winter walkability—from fine dining to exploration in the cold and snow. Intimacy, attitude, and performance were the watchwords of our art direction.