Winner Status: Silver

Client/Brand: Merrell

Agency: Supply + Demand and Words From The Woods

Headline:
Merrell asks road runners to "Make Your Miles Wild," reversing a rolling 12-month market share decline while introducing millions of people to the many benefits of trail running.

Campaign Summary:
Merrell is the #1 footwear brand in hiking, but as we looked to expand trail running there were challenges at every step. How do we motivate road runners to try something new while out-performing big-name competitors? We launched Trail Running Month, inviting millions to experience the power of the trail.

Team Credits:
Janice Tennant, Chief Marketing Officer, Merrell

Lindsey Lindemulder, Director, Brand Marketing, Merrell

Kelly Warkentien, Creative Director, Merrell

Jane Smith, Senior Director, Digital Marketing, Merrell

Jennifer Bernsteen, Brand Equity Manager, Merrell

Lauren King, Senior Manager, Public Relations, Merrell

Jamie Leach, Digital Marketing Manager, Merrell

Will Pray, Digital Marketing Manager, Merrell

Garrett McGuire, Director, Retail Marketing and Brand Equity, Merrell

Erin Reilly, Graphic Designer, Merrell

Matt Davis, Art Director, Supply + Demand

Steve Flood, Creative Director, Supply + Demand

Additional Contributors:
MNI
Havas Formula
Roundhouse