Sneaky Steve is a Gothenburg-based footwear and leather goods brand built on authenticity. While the brand had a strong identity and loyal following, it was often perceived as masculine and dark.
The ambition was to broaden its appeal, attract more women, and introduce a lighter, more playful expression—without losing the authenticity that defines the brand.
About
Sneaky Steve wanted to reach a broader audience by attracting more women without losing the authenticity and edge that had built the brand.
The challenge was to move away from the brand's traditionally masculine and dark expression, creating a more inclusive and summer-inspired campaign while staying true to Sneaky Steve's rebellious spirit and commitment to being "the real deal."
Solution
We created Fight The Fake—a road-trip adventure starring two fearless women on a mission to challenge everything artificial.
Throughout the campaign, they encounter unexpected situations, form unlikely alliances, and destroy a mannequin that symbolizes everything fake. Told through cinematic storytelling and connected imagery, the campaign celebrated authenticity, freedom, and the rebellious spirit at the heart of the brand.
By putting strong female characters at the center of the story and collaborating with musician and TV personality Julia Frej, Sneaky Steve successfully expanded its audience while staying true to its roots.
