The most beautiful ad film of the year, perhaps? It belongs to R.M. Williams. It was created by Special and produced by Revolver. It introduces the brand’s new brand platform, Crafted for Life, and is its first multimedia national campaign since the brand came back into Australian ownership.

The film is shot in the brand’s birthplace of the Flinders Ranges in South Australia, telling the story of the rich and adventurous life lived by a man in his R.M.Williams boots. It honours the world-famous Australian boot, reveals the very special character of Australian country life and shows off the unique glory of outback Aus. Most importantly, it makes its R.M. Williams wearing protagonist very, very cool.

To demonstrate the durability that is crafted into every R.M.Williams product, the film tells the story of a pair of Craftsman boots from current day all the way back to 1966, when they were first launched. This story of A Young Man Who Lives In His Boots is accompanied by a voiceover of an Australian interpretation of The Old Woman Who Lived In A Shoe.

The film, directed by Justin Kurzel, launched as a 90-second and 60-second for TV and cinema release as well as 30-, 10- and 6- cutdowns for digital and social. It’s supported by OOH and print executions shot by Sydney photographer, Saskia Wilson, capturing the boots in varying stages of life, again highlighting their craftsmanship and durability.

The new brand platform includes a refreshed brand identity, referencing a new chapter for the brand, drawing inspiration from the Australian landscape and creating a visual connection with the stills.

Chris Willingham, chief marketing officer, R.M.Williams, commented, “‘Crafted for life’ is founded on a truth that’s at the heart of the brand. This launch campaign beautifully captures the spirit of a brand born in the Australian heartland and reasserts the primary reason why our boots have never been in greater demand.”

Lea Egan, creative director, Special, added. “I’ve always loved this brand. So it was a dream to get to add a new chapter to their story. RM’s are made with a level of craftsmanship not often found in today’s world. One pair truly can last a lifetime. This platform celebrates that rare and enduring dedication to timeless quality.”

Credits:

Brand: R.M.Williams
Chief Marketing Officer: Chris Willingham 
Head of Marketing: Danielle McCarthy 
Marketing Executive: John Pitsikas
Head of Design: Lolita Porte
Head of Digital Design: Cath Barnes

Agency: Special Australia
Chief Creative Officers: Tom Martin & Julian Schreiber 
Creative Directors: Sian Binder & Lea Egan 
Creatives: Jessica Roberts & Cat Williams
Head of Design: Adam Shear
CEOs: Lindsey Evans & Cade Heyde
Strategy Partner: Dave Hartmann
Team Lead: Tiffany Hunter
Business Director: Laura Little, Meri Stewart 
Business Manager: Timmi Tsapaliaris
Head of Film & Content (Melbourne): Sophie Simmons

Head of Film & Content – Sydney: Sevda Cemo
Senior Producer: Paul Johnston
Integrated Producer: Glen McLeod

Production Company: Revolver
Director: Justin Kurzel
Executive Producers: Pip Smart & Michael Ritchie 
Producer: Alex Kember
Cinematographer: Sam Chiplin
Production Design & Costume: Alice Babidge

Edit House: The Editors 
Editor: Lily Davis
Post Producer: Liv Reddy

Music Artist: Jed Kurzel
Sound Studio: Rumble Studios 
Sound Engineer: Cam Milne
Sound Producer: Siena Mascheretti

Photographer: Saskia Wilson 
Production Company: Artbox Black 
Agent & Producer: Jane Robinson 
Retoucher: Visual Thing