The footwear brand is taking their advertising to the streets, selling pumps on street corners and hosting late-night events featuring drag queens to advertise their latest collection.
Hot off of Fashion Week, the fashion brand Cole Haan is taking their Chelsea pumps to the streets, creating a social-media and events-based advertising campaign with the slogan ‘Don’t Go Home’.
The brand has posted billboards, painted security gates and more creatively, advertises social events, where they set up shop in a food truck to sell the pumps on the curb. Their campaign even includes drag queens who entertain, dancing or mingling with customers. The shoes have been designed with Nike Air Technology to create a comfortable shoe that could be worn for 20 hours, from work to the after-party. The company encourages staying out late, posting messages like “you can sleep when you’re dead” and “they don’t make reality shows about good girls,” posting their hash-tag #DontGoHome.
Agency BBH New York is excited about the jump from print to live events. Their Chief Creative Officer, John Patroulis, expands on their motive: We’re off the page and on the streets.” “We wanted to be out where people are at, and we wanted to give them reasons to keep staying out all night.” View a recap of ‘Cole Haan presents Nobility’ in Harlem below.
Cole Haan provides VIP passes to exclusive events in New York venues and passes out free grilled cheese sandwiches from their food trucks, where they sell the pumps. Even with recent complaints of excessive noise and partying in neighborhoods like Chelsea, and the recent occurrence where their Event Director was arrested at fashion week, advertisers say the events are short and aren’t meant to be bothersome.
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Header image via CoCREATE