Salix Creative - Danner Footwear

Danner Footwear

Danner was tired of being perceived as the company that makes your grandpa’s hiking boots. So I created a series of ads that showed a new side of Danner: rugged, irreverent, all about attitude.

In the spirit of the assignment, I watched turkey-hunting videos, read Field and Stream, and got seriously in touch with my masculine side. The result was a slew of award-winning ads, a very happy client and a whole new generation of Danner consumers.

Sample Copy

Because Turkeys Are Clever Bastards.

The toms may be smart, but now there’s a boot that’s smarter — the Danner Fantail. It features the new Vibram® LW Bob outsole, specifically designed to give great traction in wooded terrain and wet spring grasses. The uppers give you the stealth advantage with Mossy Oak Breakup in a strong 1000 Denier Cordura®. And the triple-density footbed provides superior arch support and cushioning. Your feet stay dry and comfortable no matter how long it takes to call the gobblers in.

Climbs Steep Hills and Corporate Ladders.

Eventually, it happens: you have to hang up your boots and head to work. For that reason, we created a rugged walker that fits right in at the office. The Danner Skyline is designed with rich, full-grain leather and classic styling to please the powers that be. Plus stitchdown construction and a special footbed for maximum stability and comfort. Definitely our idea of power dressing.