BIRKENSTOCK is a truly universal brand; worn all over the world, by all kinds of people regardless of age, gender or race. For its next campaign, the brand decided to highlight some of these individuals in their own environments, wearing their own shoes.

British photographer Jack Davison travelled around the world with the aim of capturing authentic and truly intimate portraits. Portraits that not only feature real protagonists in their real surroundings, but also their real Birkenstocks.

Worn Birkenstocks take on the life of their owner, representing the many years and thousands of steps in one’s life. They become a part of your story. They are your story. No current product is featured in the campaign and by showcasing these stories, BIRKENSTOCK sends a reminder about the importance of being one’s authentic self. 

The campaign marks the starting point of what will become a timeless, ever-growing portfolio. The first portraits showcase photographer Ryan McGinley shot at his agent’s house in New York, his second home, actress Luna Picoli-Truffaut in her mother’s house in Paris, Ballerina Romany Pajdak in a training room in London, free skier Tom Leitner in his house, somewhere in Bavaria and New York filmmaker Sean Frank. Further portraits feature Thomas Südhof, Nobel Prize Laureate of Medicine in his Stanford University office and Louise Constein in her favorite Berlin park. The Personality Campaign launches in September and will serve as a long-term initiative for the brand.

The campaign includes a series of editorial style video portraits (“Birkenstories”). Produced by the inhouse corporate video crew of BIRKENSTOCK exclusively for the company’s online and social media channels, the four to five minutes long clips follow the same narrative as the Personality Campaign by focusing on the attitude and value of the Birkenstock wearers while the brand and their products play side roles. Please download image material to the campaign here.

As an invitation to BIRKENSTOCK lovers the brand is looking all over the world for new protagonists to be featured in a series of video portraits. Find out how:

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