Roots | True to our nature

A cultural intervention.

SET-UP

Roots is a beloved fashion brand in Canada. They outfit Olympic-athletes and are tight with Drake, but few outside the great maple leaf nation have heard of them. To reach beyond its borders, Roots had to rethink its positioning and start serving a real role in the lives of the millennials they sought to attract.

strategy

Trapped in a hustle culture that made lunch away from one’s desk a true luxury, millennials were struggling to find balance. We knew Roots could thrive giving them the tools they need to rebel against this new normal, and reclaim balance between nature and modern life.

We tapped into Roots heritage of thriving in the city and retreating in cabin to create a newfound position and global rally cry: True To Our Nature. A fully integrated brand platform, this is a cultural intervention that emphasizes the needs of human nature. A mix of personal freedom and community connection that we simultaneously crave, this message provokes our livelihood in the city and cabin worlds.

success

The 2019 launch campaign created a 37.6% increase in traffic and 25.8% lift in conversions.

My role included strategic development for brand positioning.

Agency: Conscious Minds

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