Cheerio*
Creative Concept
Tone of Voice
Copy
Concept
Cheerio* is a holistic sustainable sock brand dedicated to helping people put a greener foot forward without leaving an ecological footprint behind. Kemmler Kemmler was approached by Cheerio* to work on the brand’s launch in 2020.
As Creative Concept, I was responsible for a creative concept and the copy for Cheerio*’s launch campaign.
Brand Launch Campaign
Our mission was simple: incite a ‘Happy Revolution’ in sock shoppers across Germany with a major brand launch campaign. With the help of TV personality Joko Winterscheidt, our goal was to promote ecological values with lightness and humour woven into every step, making our own vibrant mark on the fashion industry.
Shot from the perspective of Mother Nature herself, our launch campaign took a step through the looking glass and into the kaleidoscopic world of Cheerio* – where sustainability meets a dose of the surreal.
Tone of Voice
As lead copywriter, I defined Cheerio*’s tone of voice, taking inspiration from modern activists, popular culture and brand ambassador Joko Winterscheidt’s tongue-in-cheek humour.
The result? An ambitious brand manifesto as well as playful copy that can be found on the Cheerio* website, the brand’s social channels as well as on the socks themselves.