Client: Avia
Project: Campaign Development
Year: 2014
Find Your Time
After 20 years and multiple failed reboots, Avia was less a shoe brand and more of a dated New York Times crossword puzzle standby. They needed a resurrection in every sense.
“Find Your Time” was a rejection of fitness marketing convention: essentially, the implicit idea that we build our whole lives around our workouts. The average woman doesn’t build her whole world around her workout; she wedges it into her busy life, around her job, her friends, and her family. Our lives are dominated by our obligations to others, and exercise is that one time of the day when we can focus on ourselves.
