We provided Payless with a  much needed cultural overhaul at a time when the client's business had an uncertain future. Our team was asked to think "digital first" and create a campaign that would set a new tone for the Payless standard. 

Kids are today’s statement makers. At Payless, we’re celebrating their authentic self-expression and inviting them to share their style with the world through kid-curated content. #OwnYourStyle

Kids of all ages own their style and share it. We’re providing the styles, selection and platform so they can confidently express who they are.

We asked one simple question: What's your style?

Users were encouraged & empowered to share their style through video and social content with a chance to be featured on the Payless site. The chance to win a "Haul Pass" was an added bonus.