St Luke's continues clubs theme for Clarks

St Luke's has drafted in the Tokyo Ukelele Afternoon Club, which walks around Tokyo playing classic cover songs on ukeleles, to feature in its latest campaign for Clarks Originals.

The push continues the "doing our own thing" campaign, which features real clubs of people who have a passion for quirky activities.

"We wanted to acknowledge the heritage and individuality of Clarks Originals as a brand," Lisa Morrison, the Clarks account manager at St Luke's, said.

"The 'clubs' we use have a passion, commitment to what they are doing and that links well with the message for Clarks Originals."

The press campaign, which also features the London Ladies Underwater Hockey Club, will run in edgy style magazines including Q, i-D, Sleazenation and The Face.

In keeping with the creative of the ads, the campaign will be supported by the distribution of 12,000 pink seven-inch records of the track Tequila played on ukeleles that aims to provide a physical example of doing your own thing. They will be distributed in "flyer packs" of brand material in bars and clubs.

Around 45,000 postcards will circulate and the press campaign will run with sticker sheets encouraging readers to spread the word of the ukelele club themselves.

The work was art directed by Vic Polkinghorne and written by Matt Janes.

Planning and buying has been handled by Universal McCann.

The Clarks Originals website, designed by Airside, will be updated to reflect the new campaign.

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