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Birkenstock - Members Days 2026

WHAT
Birkenstock — Members Day 2026: 50 Years of the Boston.

WHEN
2026

WHO
Creative Direction 
with Yeet

HOW:

Created to mark the first-ever Birkenstock Members Days, this campaign celebrated the enduring cultural appeal of the iconic Boston clog through a playful cast of eccentric personalities. Conceived as a kooky character-led world, the campaign brought together a line-up of weird and wonderful figures, each united by a shared love for the Boston.

The creative approach centred on powerful characterisation, with four models transformed into eight distinct personalities through styling, casting and performance. Directed and photographed by Lois Cohen, with cinematography by Rob Norman, the campaign pushed Birkenstock into a bolder, more fashion-forward visual space, embracing humour, confidence and heightened expression while remaining rooted in the brand’s understated DNA. Beyond driving awareness for Members Days 2026, the project also marked a major cultural milestone: 50 years of the Birkenstock Boston clog, positioning the silhouette not simply as footwear, but as an icon that continues to evolve across generations and communities.

CREDITS:

Creative Agency: Yeet
Production: Plan Productions
Client: Birkenstock EU

Creative Team:
Executive Creative Director — Paul Mann
Executive Producer — Jake Perry
Client Services Director — Mike Wulverson
Account Manager — Olivia Vozzolo
Creative Direction — Victor Mazariegos & Ellie Jackson 

Production Team:
Producer — Dhaval Joshi
Production Assistant — Mathilda Blowers
Photographer and Director — Lois Cohin
Film — Rob Norman
Stylist — Kamran Rajput
Makeup — Emily Clayton
Hair/wigs — Neil Lucas
Set Designer — Marco Turcich
Retouch — Plan Productions