Wonder of Wisdom

After diminishing returns of discount promotions, Clarks needed to change up their annual Back to School campaign and move into more aspirational territory.  We set out to create an emotive campaign played out across cinematic shorts, social channels, events and in-store assets.  The heart of the campaign would be the celebration of childhood wonder.

The Wonder of Wisdom campaign meets global icons and tells the true stories of how a moment of childhood wonder changed their life.  Lead films feature world-renowned naturalist Dr Jane Goodall DBE and Chi-Chi Nwanoku OBE, the founder of Europe’s first majority BAME orchestra.  

To find original stories, our Real Story Network researched a diverse range of notable individuals and unearthed the untold tales of the defining moments in their childhood. How did the kindness of a neighbour set young Chi-Chi on a path to greatness?  How did 6 year old Jane’s encounter with earthworms inspire a lifetime of curiosity in the natural world?

Supporting content and photography brings the campaign to life through Clarks’ social channels.  The campaign assets were used in-store, at point of sale and at event screenings. The campaign was launched at the Barbican where Reggie Yates hosted a Q&A panel featuring Dr Jane Goodall and other inspirational figures.