In a new campaign by award-winning creative agency Flower Shop, and nearly 10 years after the “Comes As You Are” campaign, footwear company Crocs continues its message of authenticity with the “Wonderfully Unordinary” initiative. Building on the brand’s long-lasting ethos, the new campaign shifts the focus from authenticity to self-expression, illustrating it as an experience meant to be worn proudly, confidently, and unapologetically.
“Since joining Crocs, I’ve seen firsthand how the brand brings joy to everyday life and invites people to experience the ordinary in wonderfully unordinary ways,” said Carly Gomez, Chief Marketing Officer at Crocs. “That same spirit resonates with today’s generation, who are learning to trust their instincts, cut through the noise, and stay true to who they are.”
“Wonderfully Unordinary” addresses the younger generation who understands that each person is unique and recognizes the freedom we all have to write our own story and how we experience the world. Drawing on this, Crocs’ campaign seeks to encourage consumers to venture into the world with curiosity and approach life as if everything they encounter is for the very first time.
At the heart of the initiative is a 90-second-long video shot in São Paulo and directed by SMUGGLER director Adam Berg. The film starts in a retail space filled with mannequins wearing Crocs shoes. But as the light goes off and the workers go home, the figures spring to life, gradually turning into humans as they experience life’s little pleasures — such as smelling flowers, dancing, or petting an animal. With everything new to them, they indulge in each moment they stumble upon, experiencing what the world gives them at full intensity.
At its core, the campaign is about “celebrating instinct over perfection, self-awareness over performance, and real expression over manufactured trends,” says Crocs in a press release. The film debuted first in the U.S. before launching globally. It is planned to speak to consumers throughout the rest of 2026 and beyond, communicating to the audience via product storytelling, digital and social experiences, talent and influencer partnerships, retail activations, and OOH.
CREDITS
Brand: Crocs
Agency: Flower Shop
