To launch its Fall 2013 brand campaign and new ecommerce site, YARD created a campaign that celebrates the heritage of G.H. Bass & Co. and pays homage to its iconic Weejuns, the original penny loafer, first introduced in 1936.
The campaign features the tagline Power to the Penny, paying tribute to Weejuns, the G.H. Bass & Co. brand’s iconic penny loafer. Shot by Paola Kudacki and styled by April Hughes, the campaign embodies the brand’s preppy meets outdoor heritage and features a cast of four models who personify the G.H. Bass & Co. style point of view. Each execution is paired with customized penny art that plays off each pair of Weejuns showcased, turning the classic penny into an expression of personal style.
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