Eeken Argues There Are Two Nine-To-Fives In A Young Life
Eeken by Paragon has launched Our Kinda 9-5, an autumn-winter campaign that takes the most worn-out phrase in working life and points it at the wrong end of the day.
- Brand: Eeken by Paragon
- Campaign: Our Kinda 9-5, autumn-winter
- Agency: Makani Creatives
- Formats: video, static and reel, on YouTube and the brand's digital platforms
What Our Kinda 9-5 Is Flipping
The first nine-to-five starts at 9 AM: meetings, deadlines, presentations, internships. The second begins at 9 PM, when the group chat wakes up, somebody asks who is in, and a plan assembles in five minutes into bowling or a terrace or a drive that runs to sunrise.
One pays the bills. The other fills the camera roll. The campaign is entirely about the second one.
Why That Is A Better Brief Than A Season
Most autumn-winter work tells a story about the season. This one tells a story about the people living through it, which is a more durable position, because a season ends and a generation does not.
It also gives the product a job. Footwear that has to carry both shifts is a specification argument disguised as a lifestyle one, and the campaign makes it without a single shot of someone studying a sole.
What The Brand And Agency Say
Sachin Joseph, Executive Vice President, Marketing and IT at Paragon Footwear, said young people move constantly between work, friendships and spontaneous plans, and that the campaign celebrates the part of the day they look forward to.
Sameer, Managing Director and Founder at Makani Creatives, said the intent was for the work to feel like real life rather than staged, built from the kind of moments young people actually find themselves in.
The execution carries that through a series of different parties, each a different circle and a different mood, on the argument that there is no single definition of a good night.
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