BRIEF
Get on Gen Z’s radar with a buzz-worthy, TikTok-dominating campaign for HeyDude.

CHALLENGE
Our audience’s sentiment towards HeyDude wasn’t exactly positive, with online conversations calling the shoes un-trendy, old fashioned and hard to make sense of.

ROLE
Audience deep dive | Big idea development | Roll-out & communications strategy

OVERVIEW
We took our audience by the hand and launched Memelightenment: a quest for HeyDude’s identity through the power of content, producing almost 100 assets in the span of a month while riding the waves of the algorithm. We doubled down on and poked fun at not fitting in, while trying every TikTok trend and core. Ultimately leading to the realisation that true enlightenment comes from embracing our true nature: HeyDudes are unlike anything. The result: more than 220 mln organic views on our content with 955K reach.