Manitobah: Three-part Ad Series

The Client:
Manitobah is a B-Corp footwear company based in Winnipeg, Manitoba. The brand is known for initiatives supporting Indigenous artists and communities in Canada and the U.S.

The Challenge:
While beautiful designs, reasonable price points, and problem-solving features attracted Manitobah Mukluks' target audience, a key challenge remained: Potential customers worried about cultural appropriation questioned whether the brand was truly for everyone, hindering their purchase decisions, particularly during the crucial holiday gift-giving season.

The Solution:
To directly address this concern and position Manitobah as the top-of-mind gift for everyone, Manitobah developed a multi-platform advertising campaign with the central theme: "Manitobah – a gift that’s truly for everyone."

Ad 1: Direct-response TV spot:
The approach is to create a television commercial leveraging the winter holiday season.

The storyboard featured a relatable scenario where Manitobah portrays a mother as a thoughtful gift-giver who "saves Christmas" with Manitobah gifts, subtly positioning the brand as trustworthy and offering desirable products suitable for gifting to loved ones.

Ad 2: Out-of-home Bus Shelter Ad: The approach is to design a product-focused advertisement for bus shelters in high-traffic areas. This ad aimed to capitalize on the target audience's need for warmth during the winter months, featuring short, impactful copy that reinforced the idea of giving Manitobah as a thoughtful gift.

Ad 3: Instagram Story Ad: The approach is to create a static Instagram Story ad, maintaining the yuletide celebration theme with Christmas-themed visuals and promoting Manitobah's holiday gift guide. Instagram is the ideal platform due to the target audience's high engagement on Manitobah's account.