While the multi-billion dollar wellness industry convinced women they needed $300 worth of serums to feel good, we offered a radical alternative: just go outside. More green, less teatox. More fresh air, less chambers. More real stones, less yoni gimmicks. This female-led campaign transformed Merrell's hiking shoes into the antidote to an industry profiting off insecurity.

+10% INCREASE IN WOMEN’S BUSINESS
600MM EARNED MEDIA IMPRESSIONS
DOUBLED CTR BENCHMARKS & CTV PERFORMANCE
+11-POINT LIFT IN BRAND AWARENESS

🏆 GOLD REGGIE
🏆 SILVER REGGIE GEM
🏆 SUPER REGGIE FINALIST

As featured in: AdAge x Marketing Dive