The Most Useful Shoebox in the World

MERRELL

AGENCY: INNOCEAN WORLDWIDE CANADA
CREATIVE DIRECTION: IAN MACKELLAR / LINDA CARTE
WRITING: DAVID STRASSER
ART DIRECTION: KEVIN BÉLANGER

Merrell boots have always been a fixture of the trail, but now the box they come in cements these credentials. With the Most Useful Shoebox in the World, each component has been designed to prove useful in the case of an emergency in the wild. Taking something as disposable as product packaging and turning it into something indispensable.