Terra Footwear blazes a new brand platform trail

Terra Footwear is engaging with tradespeople by dramatically demonstrating how its boots stand up to the scrutiny of extreme industrial testing.

“Terra Knows. Here’s Proof” is shot in stark black and white, with boots shown smoldering at 450 degrees Fahrenheit, revealing the destructive hazards that specialized work boots are exposed to and how Terra products perform.

“We saw a unique opportunity to cut through the clutter in a way that was exciting, and relatable to our end users who face extremes on the job every day,” says Katherine Tersigni, Terra Footwear’s director of marketing. “There are many brands trying to break into the safety footwear market but few have the expertise or innovation that Terra has to deliver specialized protection.”

Tersigni tells strategy the approach welcomes workers to take a closer look and to trust that Terra has gone above and beyond in its research, sourcing, and testing to deliver certified protection suited for specialized trades.

The “Terra Knows. Here’s Proof” platform is centered around a series of videos featuring the Terra Gantry and Carbine boots being scorched and pulverized.

“Evident in our latest brand platform, we are not risk averse,” Tersigni says. “We will continue to seek out new and improved ways to connect and service our Terra community.”

As Tersigni explains, a day in the life of the Terra consumer is a bit unconventional as the target is often mobile, maintaining long hours, and sometimes in remote jobsites.

Therefore, the campaign was constructed across traditional and digital platforms allowing Terra to engage with skilled tradespeople end users via various touchpoints, at work and after hours.

The video-led platform ran in social and digital channels, supported by print, out-of-home
and point of sale signage will be rolled out in Canadian and American markets.

This is the first work for Terra Footwear by its recently-named AOR, 123w.