Rider sandals are the product of Grendene, which is based in Brazil. They are the number one producer of sandals in South America and incredibly respected for their various styles and products for men, women and children. But our initial assignment was to focus on men and brand Rider Sandals in North America. We created many elements of support for their sales effort and along with creating the brand line "The Sole Of Brazil," we created "it's Your Journey" as the position for their last campaign. The graphic approach utilized photographs that were all taken on location in Brazil at various points of interest that would support this approach. We communicated the philosophy of a more surf style culture or attitude across numerous communication channels. It was inspiring to work in this environment, as we are all lovers of the ocean and surf culture. Ah, Brazil!
Here's how we made some noise for Rider: