What was the key consumer insight behind the ‘9-5’ campaign, and how did it shape the creative idea?
Hangtime has become a big part of the younger generation’s life. For us millennials, 9-to-5 was always about work: conventional, predictable and something we wanted to break away from.
What’s interesting is that we noticed a very different version of 9-to-5 emerging. For Gen Z, the clock starts at 9 PM and runs until 5 AM, or at least until the energy runs out!
For our generation, a life well lived was often defined by work and success. For them, it’s as much about what happens outside of work. That’s where the idea came from.
The campaign takes a specific approach to the idea of ‘9-5’. What was the thinking behind choosing this concept, and what did you want audiences to take away from it?
Our approach with Eeken has been to find a cultural connect with the younger generation and earn a place in their lives.
With the festive and party season coming, we knew there would be a lot more going out, meeting friends and making plans. And the interesting thing is that plans aren’t always planned. Sometimes they just happen, change or lead to something else.
We wanted to celebrate that spontaneity: take 9-to-5, which stood for routine, and turn it into its opposite. And we wanted Eeken to be the brand that’s ready for all of it.
How did Makani Creatives and Eeken work together to translate the campaign idea into its creative execution, and what role did the collaboration play in shaping the final campaign?
We wanted the execution to look like a page out of our audience’s life: nothing made up, nothing that looked like it was being done for a campaign. It should feel as if we were simply there, capturing moments as they happened.
Both teams were clear about keeping it candid and natural. Yes, we’re a footwear brand, but that doesn’t mean the product has to be pushed into every frame. Sometimes it matters more to tell your audience that you get them and understand their world.From Everyday Comfort to Cultural Connect: Eeken’s Approach to Gen Z
What were some of the biggest creative challenges in bringing the ‘9-5’ idea to life, and how did the team approach solving them?
I think the biggest challenge was deciding how much to show!
9-to-5 isn’t just about going out or partying. To us, it’s a mindset, and what the younger generation does during these hours is incredibly diverse.
We could easily have made 30 different versions of this campaign. The challenge was narrowing them down to moments that a larger group of people could relate to, and bringing them alive in the best possible way.
5. Beyond the campaign itself, what larger brand narrative does Eeken want to build through ‘9-5’, and how does this campaign fit into the brand’s broader communication strategy?
Eeken has always stood for comfort. Coming from the house of Paragon, it carries a non-negotiable commitment to comfort.
When you’re living a life where plans are made, changed or simply happen, the last thing you want to think about is your footwear. That’s where Eeken fits in: comfortable, trendy shoes you can slip on and get moving.
Style and comfort may sound like the most clichéd thing a footwear brand can say, but not every brand delivers on it, and we genuinely believe Eeken does. Its accessible pricing makes it available to many more people.
Going forward, we want Eeken to keep finding its place in this generation’s lives, with comfort first and younger, trendier designs. ‘9-5’ is the first step in that direction.
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