To mark the iconic Desert Boot's 65th anniversary, Clarks have teamed up with Whatsapp for an innovative social media project

In a revolutionary digital project, Clarks Originals are collaborating with Whatsapp to connect consumers with the brands key historical figures. ‘From Rats to Rudeboys’ celebrates Desert Boots 65th anniversary, taking a look back at the subcultures that made the boot what it is today. Fans can get closer to the brand’s philosophy by learning more about the stars who helped shape its renowned boot. Through an interactive documentary series, fans can learn more about Reggae icon and Spangler's frontman Stitch, meet Magnum photographer Bruno Barbey or the man that defined the Mod subculture, Steve Barrow to discover why the Desert Boots encapsulated a generation.
Having also broadcast a teaser film on Instagram late last month, Clarks are finding novel ways to utilize social media, as a means of engaging with customers. “The biggest difference now is the smartphone,” says Tom Chatfield, technology theorist and author of How to Thrive in the Digital Age. “Carrying a computer all the time opens up a lot of these possibilities, and companies are making the most of it.” As we explored in our ‘A Convenient Truth’ Observation, with a society inundated with on-demand, smartphone technology, customers are increasingly looking for ways to instantly consume information.