→ Hi-Tec
ETHIC: EMBASSY FOR TOTAL HAPPY INDOOR CONFORMITY.
ETHIC: EMBASSY FOR TOTAL HAPPY INDOOR CONFORMITY.
Outdoor footwear brand Hi-Tec needed a digital campaign to put their name on the map. We focussed on the fact you spend 90% of your life indoors and only 10% outside. But rather than preaching an overheard message to head outdoors, we took charge. By enforcing the 90% statistic as an unbreakable rule and rearranging HI-TEC to ETHIC. Say hello to the awkward scientology style cult that will stop at nothing to get you and your loved ones indoors for good.
(Shot 2018, pre-covid. And now weirdly, it's reality?)
Outdoor footwear brand Hi-Tec needed a digital campaign to put their name on the map. We focussed on the fact you spend 90% of your life indoors and only 10% outside. But rather than preaching an overheard message to head outdoors, we took charge. By enforcing the 90% statistic as an unbreakable rule and rearranging HI-TEC to ETHIC. Say hello to the awkward scientology style cult that will stop at nothing to get you and your loved ones indoors for good.
Client: Hi-Tec
Agency: Khanna\Reidinga
Role: Art Director + Designer
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Copywriter: Max Gershfield
Strategy: Praveen Vaidyanathan
Producer: Keefe Cordeiro
Production: Plaid Pony (US)
Directors: Jamie + Jamie
ETHIC - MANIFESTO
ETHIC - THE OUTDOORS
ETHIC - INTERVENTION
ETHIC ALERT
All of our films led you direclty to a full online ETHIC world, with tips, news, info and operational social media accounts on staying indoors. If you choose to interact with the website, you're sent directly to Hi-Tec.com for the reveal they were behind it all along.
All of our films led you direclty to a full online ETHIC world, with tips, news, info and operational social media accounts on staying indoors. If you choose to interact with the website, you're sent directly to Hi-Tec.com for the reveal they were behind it all along.
DIGITAL
