BOTE

Situation
Create a campaign to launch the BOTE Cowboy Collection.

Challenge
The cowboy theme was an unexpected choice for the BOTE brand. They were tapping into a subculture that is not a closely related to their products, existing branding, or associated lifestyle.

Insight
Interviewing people who lived the BOTE lifestyle and separately, people who lived the cowboy life, we uncovered that there were similarities between the values of these two groups. We saw that for both groups life's challenges become a routine with no escape, a constant reminder of our responsibilities and duties.

Which drove us to our insight….

There's more to life than work. We often step away from our bustle life to enjoy a new environment like nature to take care of our mind, body, and soul.

Strategic approach…

"Your nature is balance."
Show how spending time outside your busy routine can enhance your quality of life.