Bass celebrated the 75th Anniversary of the iconic Weejuns with a campaign celebrating America’s unwavering love story with the penny loafer. Long associated with style, and american pop culture, the loafer has connected many characters throughout history, from James Dean and his rock and roll rebellious youth, to Michael Jackson on his mission to moonwalk. The iconic stature of this shoe proved to be the logical place to focus when we rebranded after all, “True Love Stories Never End…”

The campaign consisted of Weejuns focused POS, along with targeted mailers and emails with imagery celebrating the individuality of the Weejuns. With the rebranding project we worked with Yard agency and internal stakeholders, to refocus the brand which had become diluted with too many styles. We took the iconic shoe, and reimagined it. The “Power To the Penny” campaign was born. With limited edition runs of the loafer in trendy colorations and patterns, we were able to tap into the cultural shift back into more handcrafted and personalized style. Sales in all retail stores showed a noticeable lift in traffic and there was a new revived interest in the new Bass Weejun.

Role:
Art Director, Graphic Design

Key Contributions:
Art direction, copy writing, design, scouting, pre- and post- production through to consumer facing