Sorel Launches 'Dirty' Campaign

Premium boot brand Sorel is encouraging consumers to “Get your boots dirty” via a new multifaceted campaign.

The fall/winter 2012 brand campaign includes Web-based video, print and social media.

Print ads will run in ELLE, InStyle, Lucky, Interview, Nylon, Paper and Magazine throughout the fall and holiday season. Rich media extensions will appear on,,,,, Polyvore and FashionEtc, as well as in fashion newsletters on Rachel Zoe, WhoWhatWear, Refinery 29 and Daily Candy and blogs on Garance Doré, The Sartorialist and Street Peeper.

Creative features Leila Janah, founder and CEO of the non-profit Samasource, which creates jobs for people in countries where there is little opportunity. Janah is the first of many real women who will be featured in the campaign.

The campaign was created by Butler, Shine, Stern & Partners in collaboration with photographer, Tim Barber and videographer/editor, Caleb Seppala.



The new social media campaign and video series includes Facebook, Pinterest, Polyvore, Twitter, Instagram and YouTube. The videos features stylists curating inspired looks with Sorel boots. The series launches with Kemal Harris, from the celebrity styling duo Kemal & Karla, as she shares fresh ideas on how to wear Sore's Fall/Winter 2012 collection. It will launch in September 2012 and continue year-round, showcasing looks from diverse and independent thinkers within the fashion community.

Research revealed that women feel a sense of “fearlessness and strength” when they put on boots, said Kimberly Barta, Sorel's senior global brand director.

The campaign features Janah wearing her Conquest Carly boots as she travels around the world on a mission for her non-profit. In the Web-based video, as she loads her duffel into a small engine plane, we see the ruggedness of her surroundings as she describes how her life quickly moves between metropolitan settings to desolate villages around the world.

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