In this campaign, I wanted to highlight all the things you can not do without Darn Tough Socks. I found it important to emphasize that you will be spending more time in the lodge instead of skiing, more time at the bottom of the hill instead of hiking, and the inability to finish a race without these socks. I have also featured a billboard ad that adds a slight humorous element to the campaign, but it also highlights the toughness of the product. I found it important to add some humor to the campaign since the brand of Darn Tough is very light-hearted, and you can tell the owners like to have fun with the brand. The images in this campaign were chosen to inspire people to do activities such as skiing, hiking, running, and more. They were also used to instill the idea that if they were to perform these activities, they should do so while wearing Darn Tough socks. This campaign demonstrates that consumers don’t need to worry about their socks holding them back. They do not need to sacrifice comfort in order to achieve their goals.

Partners: Aylin Taysi, Julia Steinman