Clarks Originals came to McFaul–Day with a simple truth:

their agency of record wasn’t "getting it".

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The brand had heritage, credibility, and cultural weight,

but its storytelling had drifted from what made it meaningful.

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Originals needed to feel original again.

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We helped Clarks reclaim its most culturally powerful sub-brand through ‘Curio’

— a long-term global storytelling platform built not as a campaign, but as a conversation.

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A way to reconnect the brand with the communities that had always understood it best.

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BEYOND SEASONAL NOISE

AND FLEETING TRENDS

— A LONG-FORM CULTURAL PLATFORM ROOTED IN CRAFT AND MEANING.

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‘Curio’ championed character, craft, and curiosity.

Every story was shaped with the same care that goes into the products themselves.

And looking back, it’s striking how much of what we created for Originals

— the long-form, craft-led, maker-driven, storytelling —

soon become the norm.

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At the time, it wasn’t chasing a trend;

it was simply the right way to honour a brand built on making.

The work ranged from deep craft storytelling to cultural content,

from behind-the-scenes maker pieces to design-led brand expressions.

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Different formats, different tones, different audiences

— but always with the same intent:

to rebuild the emotional and cultural connection between Originals

and the people who had kept it alive for decades.

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ENDURING CRAFT

DESERVES ENDURING STORIES.

Curio became the brand’s most coherent global storytelling system in years

— spanning film, photography, digital, social, retail, and trade.

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TAKEAWAYS

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01

Reclaimed the cultural credibility of Clarks Originals,

reconnecting heritage with modern creative expression.

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02

Created ‘Curio’, a scalable platform for long-form storytelling

built around craft, culture, and community.

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03

Delivered iconic work — Made in England, Watchet Somerset, Unconventional Innovation

— that combined legacy with forward-looking creativity.

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