Iconic Australian boot brand, Blundstone, has unveiled its first global platform, 'Well Worn', via Thinkerbell. The platform celebrates the global community of Blundstone wearers, showcasing their stories and achievements in their boots.

The campaign features trailblazers from five countries and was shot by Hotel Bell, under the direction of Michael Mouritz.

The 'Well Worn' platform will be launched in over 30 countries worldwide, encompassing a brand film and design world. The work will be launched across Digital, Online, OOH, Print and Social from September.

"The Well Worn platform perfectly captures the bond people develop with their Blundstone boots. The more you wear them, the more they reflect the life you live, and they only get better over time," said Nik Jackson, Blundstone Chief Brand Officer.

Tom Wenborn, Thinkerbell Chief Creative Tinker, added, "There’s a universal commonality to Blundstones, they’re worn by interesting people who do interesting things, the world over. Whether you’re in Portugal, South Korea, Canada, Italy or Australia, it’s how you wear these boots that defines them, and you in turn. Well Worn, just like the boots, is a simple platform that anyone, anywhere, can pull on."

Founded in Tasmania, Australia in 1870, Blundstone is known for its durability, quality, craftsmanship and understated style. Its boots are now worn in over 70 countries.