US brand Cole Haan recently celebrated their 85 anniversary by creating an advertising campaign called ‘Born in 1928’. The print and digital campaign for their Autumn range, celebrates portraits of writer Maya Angelou, photographer Elliott Erwitt, astronaut Jim Lovell and model China Machado, all of whom are 85 years old.
“They are all vibrant examples of how timelessness and true style are born out of confidence — and that never expires,” said Cole Haan vice president of marketing Erin Riley. “They are as relevant today as they were in the past, and they all represent various perspectives that we thought would resonate with our consumer.”
“We need to look back to look forward,” Riley concluded. “At the same time, we are a very modern brand and we don’t want to be perceived as a traditional heritage brand. We’re more about attitude than an age group.”
The campaign’s strapline is – “Born fearless. Born to blaze trails and ride rockets and shatter boundaries. Born to earn what can’t be bought’.
We couldn’t have put it better ourselves.