‘My dad used to have a pair of those.’ That was the problem of outdoor shoe brand Hi-Tec in a nutshell. Our honourable brief: Make Us Famous. 

Nuf said. Those boots weren’t great looking. But boy - they were water repellant. As in… super water repellant. You could step on water. Like Jesus. If you’d run fast. In a curve. Like a sewing machine. 

Our classic viral went viral all over the world. Gathering millions of eyeballs. Becoming a cult phenomenon. And got an entire new generation stoked about an obsolete outdoor shoe brand.