Eeken by Paragon has launched its Autumn-Winter campaign, “Our Kinda 9-5,” focusing on how young consumers divide their time between work and after-hours plans. The campaign sets meetings, deadlines and presentations against the plans that begin once work ends. Its 9 PM-5 AM version features bowling, house parties, terrace gatherings, movie nights and late-night drives. The idea is simple: the workday pays the bills, while the hours after it create memories and social experiences.
The films show different parties and social settings, each representing a distinct group of friends and a different way of spending the evening. Eeken footwear is placed across these moments, from the end of the workday to late-night plans. The campaign will run across video, static and reel formats on YouTube and Eeken’s digital platforms.
Sachin Joseph, executive vice president, Marketing and IT, Paragon Footwear, said young people constantly move between work, friendships and spontaneous plans, and their footwear needs to keep pace. He added that the campaign celebrates the part of the day they look forward to most, and that Eeken aims to offer footwear for every plan along with a brand that understands how this generation chooses to live.
Sameer, managing director and founder of Makani Creatives, said the agency wanted the campaign to feel like real life, with spontaneous plans and “let’s go out tonight” moments that often become the best stories. At its heart, he said, Eeken is the pair you wear without overthinking, knowing it can keep up wherever the plan leads.
