Blundstone Has 'Tough Boots to Fill' with 150th Anniversary Campaign

Iconic Australian boot brand Blundstone, has turned 150 years old in 2020. To mark this milestone, the Tasmanian-founded family-owned company has chosen to bring to life some of their global community of wearers in a 70-second hero spot titled, ‘Tough Boots to Fill’ developed by BMF Australia.

Following its humble beginnings that date back to 1870, Blundstone’s award-winning and much-loved boots have been tested for generations, across all corners of the world and have been worn through life’s toughest and most cherished moments alike. The brand has booted up soldiers, miners, trades people, catwalk models and Olympians, supporting them every step of the way. The campaign celebrates the individuals who have worn the boots in the past and today, inspiring the next generation of Blundstone lovers.

Says Steve Gunn, CEO, Blundstone: “As we acknowledge our 150th anniversary, we look back at our history as a constant source of inspiration for the future. We’ve got something in our makeup that makes people stick with us. We’re proud of our history, but it is the stories of the people that wear our boots that really drives us forward.”

A powerful and original composition written by young Tasmanian composer, Saxon Hornett, and recorded by the renowned Tasmanian Symphony Orchestra, provides a beautiful soundtrack for the hero film that weaves together the brand’s history. Additional 30-second spots will roll out over the course of this year, which feature individual stories of our boot wearers who champion the enduring ethos and adventurous spirit of Blundstone. From Botswanan conservationist, Tempe Adams, and Australian endurance cyclist Brett Bellchambers, to Aussie dance troupe Tap Dogs and Tasmanian motorcyclist, Katie Abdilla, each subject is legendary in their own way.

Australia has launched the campaign in-market before other markets around the world roll out the campaign in their peak seasons. Blundstone also released a range of commemorative boots to be released in 2020.