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Footwear brand Clarks Originals has launched its latest campaign on social messaging platform, WhatsApp, as it looks to align its Clarks Desert Boot with youth culture.

The digital campaign, called ‘Rats to Rudeboys’, centres around telling the story of the 65-year-old Desert Boot from the viewpoint of three characters from different subculture movements, who have incorporated the shoe into their style - the 1960s mod scene, the 1968 civil unrest in Paris and reggae’s birth in 1970s Jamaica.

Through WhatsApp, Clarks will send a series of messages from the three personalities, including images, playlists, and videos taking the users back to the cultural moments associated with the Desert Boots, with the aim of bringing to life the cultural relevance of the brand as well as looking to boost its “cool” factor.

Teaser films showing the three characters: Steve Barrow of The Mods, Bruno Barbey of the Enraged, and Stitch, the Rudeboy, will be promoted across social media directing users to add a new contact number to their WhatsApp to receive the ad campaign.