No Two Ways
No Two Ways committed to saying no. With a launch campaign that took a stand.
Designer Rockwell Princely and creator Callum McGinley (Callux to his 4M+ YouTube subscribers) came to us at a point of inflection for their London-based sneaker brand with a cult following. They were preparing to turn down an acquisition offer from a giant sneaker company, but they weren’t about to go quietly.
But NTW didn’t just say no to BS, they took a stand the way they knew best. By launching limited edition sneakers. Together, we created a campaign to turn up the volume.
Overview
The partnership
A campaign identity to launch their NO sneakers, including a toolkit to allow NTW to do what they do best. Kick up a fuss. We also created a new logo for the masterbrand.
Define
Launching the NO shoe meant saying no in the loudest way possible. NTW was born on the streets of East London, so what better symbol for their uncompromising approach than the city’s most notorious inhabitant? Rats go where they want.
Create
Together we built a campaign identity that broke every rule. A rat that goes where it wants. Type and iconography ripped straight from streets. An unmissable ‘NO’ symbol. Even a new wordmark for the masterbrand.
Commit
The identity lived everywhere. On the shoes, on packaging and instore. And then the NTW went all-in, turning up the volume on social. The NO logo appeared on a football pitch, and even in the skies above Nike HQ.
The different reality
The campaign caught the imagination of the NTW audience, blowing up on social. And most importantly, the sneakers sold out in record time.
Industry recognition for the No Two Ways campaign
D&AD
Branding
Campaign Identity
Shortlist