Crocs: Celebrating Pride with launch of latest collection
Created by Hey Honey and featuring the winner of Drag Race Holland - Miss Envy Peru and trans drag artist, Eli Express, the campaign celebrates all identities and highlights that gender is fluid, that queerness is a spectrum and encourages everyone to live comfortably in their own shoes. The film ends on Crocs’ mantra; COME AS YOU ARE.
Hey Honey worked with an LGBTQ+ crew behind the lens (and LGBTQ+ talent in front of it). The agency also worked closely with the queer consultancy Knaphouse and the Diversity Standards Collective throughout the whole creative process, including development of the script, to ensure the campaign spoke inclusively to the community with a message of pure celebration and relevance;
At the centre of the campaign is a 60 second hero film that will run across YouTube, Instagram, TikTok and Facebook. With a bold, vibrant fashion show feel, the film highlights drag diversity, showcasing both a drag queen as well as a trans, non-binary drag artist.
As part of the wider campaign, Hey Honey will be collaborating with influencers across TikTok and Instagram with a seeding PR box that will make them feel like they are reporting from the front row of fashion week. The influencers will be able to add mini microphones branded in Crocs, to give them that front row, Anna Wintour, feeling.
As part of the campaign and throughout June, Hey Honey will be supporting Crocs in celebrating those who come as they are, with storytelling and content across social media. The Pride-inspired collection from Crocs includes its first ever trans shoe design modelled by Eli Express, a trans, non-binary drag artist.
As part of the campaign, Crocs Europe will be making a donation to ILGA Europe, the European region of the International Lesbian, Gay, Bisexual, Trans and Intersex Association.