cole haanYour fairy drag mother
says #DontGoHome
Cole Haan was launching a new line of heels to party in all night. The problem was Cole Haan was seen as comfortable, sensible shoes that you wear to see your in-laws.
To get young night owls to see Cole Haan with new eyes, we enlisted the people who knew about staying out all night in heels – New York City drag queens.
When the stores of NYC and Brooklyn closed, their gates became our billboards.
Hundreds of messages were hand-painted in day-glo paint on gates that we equipped with black lights.
The gates were strategically selected in neighborhoods with the best night life.
To talk to people who stayed out all night, we used media that only came out at night.
Before the paint could fully dry on our gates, they popped up all over social media.
The city streets became our stage.
What’s a party without a disco ball? We projected giant disco balls all over NYC and Brooklyn.
Whenever one appeared, so did an impromptu performance by our amazing queens.
When they weren’t performing, the disco ball displayed tweets from night owls walking by encouraging each other with #DontGoHome messages.
Tweet at us for a free grilled cheese to keep you going.
And if you’re craving shoes, you can order a pair of Chelsea Pumps at our food truck too.
