brand-e

By Steve Mullins. River pirates. Palladium is the latest brand to get into filmmaking. The French footwear fabrique is using the short-form documentary to promo its boots marketing efforts in English-speaking markets with the campaign, which goes by the adventurous names of Expedition.
That means films of the likes of London Pirate Radio, which checks out the Thames Estuary, looking for those WWII anti-aircraft towers which were used by illicit radio broadcasters in the sixties.
Also in the documentary mix was London-based grime DJ Logan Sama who put together an exclusive mix for Palladium.
And Expedition also means a tour of Berlin’s abandoned relics from the days of espionage. Plus a show of the hidden oil pumps of Los Angeles. And Palladium pulls on its best boots to do all of this for the consumer.
Wait, there’s more.
Including missile silo homes, ruins in New York and a burning coal mine. At PalladiumBoots.com.
By the way, Palladium began life making tyres during the early days of the aviation industry, then segued into boots in the late-forties. They proved tough enough to shod the Foreign Legion on North Africa. So they’re hardy enough to go exploring to help make documentaries.
The campaign was developed together with ad agency VIRTUE Worldwide, which likes to leverage the power of narrative.
‘’We believe that at the root of every great brand lies an idea that leads to a story worth telling – which in Palladium’s case is the idea of urban exploration,” says Andrew Creighton, VIRTUE’s European CEO. “We also believe that every company we work with should think and act like a media company.”

brand-e: Nice entertainment integrated into the brand. Yes, these dox are genuinely interesting.