RM Williams / Commercial

The WORLD AT HER FEET

Brief

This is an adaptation of the award-winning commercial for RM Williams produced by agencies Revolve and Special, The man who lived in his boots. The original campaign is exceptional yet male centric and Australian bound. I believe our best-loved boot brand can be pitched internationally through the lens of ambitious rural women.

Concept

I wrote, The world at her feet, during my solo expat travel across England and Europe. People would stop me in the street and ask, are they RM Williams boots? This campaign introduces the product beyond our shoreline, setting RM boots as an internationally recognised brand. The original campaign sells the boots through the larrikin attitude of rural men. The world at her feet, encapsulates grit, an appetite for adventure and strength aligning with the brand’s values and simultaneously the character of rural women. Beginning in humble country origins, the commercial follows a young woman on an escapade across the world. Created to represent and inspire women with big hearts and bigger dreams.

The world at her feet

There was a young woman, who dreamed to see the world.
To leave all she knew, for the complete unknown.
A dreamer with a daring spirit and zealous soul
She wondered what life would be like, outside her rural home town.
For home is made for coming from, for dreams of going to.
Waiting for her was an adventure and alone she would go.
For fear is fear of failure and one would not allow
A faithful friend, with a familiar feel and sound
Her boots would faithfully carry her across uncertain ground
A renowned outback heirloom and reminder of home,
Faithfully trailing every step she roams.
Sure footed she’d feel in unfamiliar surrounds.
Exploring new places, a tempered click of heels resounds
Feeling lost and out of sorts.
Questioning the strange life she wrought.
Estranged and melancholy she looked down to see
Her dear friend, RM Williams, below her seat
A relic of tenacity, grit and strength
Smiling, she remembered the world lay at her feet.
And so the young woman continued chasing her dreams.