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OUR WORK
Blundstone at Sundance

Challenge:

Establish a new and unknown Aussie boot brand in the US market.

Results:

Over 5 million impressions from the Sundance partnership. Onsite at Sundance, over 250,000 people interacted with the brand—an effect that rippled through social media—for a launch that doubled Blundstone's sales by the end of 2015.

Blundstone: Famous in Australia, practically unknown in the United States. 

To rebrand and relaunch in the US, Blundstone was going to need a big campaign with influential people to elevate the product. Lorem Ipsum elevated it by 6,100 feet—to the Sundance Film Festival—in a sponsorship launch that placed the weather-appropriate boot in the midst of many well-shod celebs.

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Sundance visitors were able to try on Blundstone boots and take selfies to have a chance to win a daily boot giveaway.

Lorem Ipsum conceived, coordinated, and managed the 2015 Sundance Film Festival sponsorship for Blundstone. As the Official Boot of the Sundance Film Festival, Blundstone had the opportunity to place boots on all of the filmmakers in attendance, take exclusive photo ops, and build a large presence in Park City.

Eugene Hernandez, Deputy Director at Film Society of Lincoln Center, signs a giant Blundstone boot at Sundance 2015.

Eugene Hernandez, Deputy Director at Film Society of Lincoln Center, signs a giant Blundstone boot at Sundance 2015.

Forty thousand attendees of the festival discovered the brand through its branded Airstream trailer, unique pop-up shop experience, daily social media contests, and on-site branding.

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