![](https://wedefy.com/wp-content/uploads/2023/05/KA-1-copy-2-1024x576.webp)
![](https://wedefy.com/wp-content/uploads/2023/05/KA-2-1024x576.webp)
OBJECTIVE
Develop a bold, sophisticated campaign to celebrate Boyds’ iconic legacy, thank its loyal constituent base, and highlight the luxury retailer’s embrace of evolution as it welcomes a new generation of clients.
![](https://wedefy.com/wp-content/uploads/2023/05/BOYDS_SocialPost_Single_780x780IG-Post-1080x1080-copy.webp)
![](https://wedefy.com/wp-content/uploads/2023/05/KA-5-1024x576.webp)
SOLUTION
Following a strategic assessment, Defy developed a creative concept—“Boyds for Life.”—grounded in Boyds’ four generations of family ownership and sustained client relationships. To unite legacy and new-to-Boyds audiences, we paired vintage ads with a fresh anniversary mark and modern fashion photography.
![](https://wedefy.com/wp-content/uploads/2023/05/Boyds_Billboard_Comp_230626-2-1024x576.webp)
![](https://wedefy.com/wp-content/uploads/2023/05/Boyds_Billboard_Comp_230626-01-1024x576.webp)
![](https://wedefy.com/wp-content/uploads/2023/05/3675620_boyds_lp_philadelphia_bulletins_000202c_o_2023-09-20-1024x430.webp)
Incorporating a palette of rich jewel tones helped us achieve multiple objectives: it made a bold visual statement, tying individual campaign elements together, and it projected a celebratory, “holiday” vibe—perfect for the season.
A stitching motif also figured prominently in the creative concept, emphasizing Boyds’ precision and meticulous attention to detail.
![](https://wedefy.com/wp-content/uploads/2023/05/BOYDS_SocialPost_Single_780x780IG-Post-1080x1080-copy-3.webp)
Video was a centerpiece of the campaign: over the course of a multi-day on-site shoot, the Defy team captured first-person stories from Boyds ownership, staff, and clients. Then, we cut together a 2-minute edit summarizing all that’s contributed to Boyds’ 85 years of success.
We augmented that with a series of shorter videos, including an ASMR mini-series that amplified the sounds and textures inherent in the Boyds experience.
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![](https://wedefy.com/wp-content/uploads/2023/05/Untitled-1Artboard-1-copy-2_2-1024x1024.webp)
Billboards, window installations, in-store elements, packaging, direct mail and digital assets rounded out the campaign. Through these elements, Boyds tells a cohesive, 360-degree story to clients at all touchpoints, and demonstrates that though the brand’s values haven’t changed in its 85 years of history, its vision is fresh, visionary, and future-focused.
![](https://wedefy.com/wp-content/uploads/2023/05/BOYDS-wheatpaste-1024x576.webp)
![](https://wedefy.com/wp-content/uploads/2023/05/BOYDS-homepage-02-1024x576.webp)
“Sometimes it takes an outsider’s perspective to achieve your best creative expression, and that’s exactly what Defy helped us do.” — Andrew Gushner, 4th Generation at Boyds
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