Designer Shoe Warehouse (DSW) has unveiled a brand new model platform that celebrates the distinctive thrill of buying footwear in actual life (IRL).
“Let Us Shock You” is the primary work for DSW by Crispin, which grew to become the shoe retailer’s inventive company of document final 12 months.
With the brand new marketing campaign and visible id, DSW goals to broaden its attraction amongst a youthful technology, encouraging individuals to embrace a childlike mentality and store for delight moderately than practicality.
The advert options dancer Sydney Moss as she steps out in a wide range of DSW footwear in an brisk, box-spilling, shoe swapping routine.
Kelly Ballou, vp model and inventive at DSW, instructed ADWEEK that the model wished to maneuver right into a extra emotional and playful area whereas emphasizing the enjoyment of buying in shops.
“After spending a lot of time with our shoppers, we noticed making an attempt on footwear can and ought to be enjoyable. It’s an journey via totally different elements of your character,” she stated. “We wished to punch up the enjoyable and invite them into our shops to be shocked by what we now have to supply, but in addition to shock themselves with one thing they didn’t know they might love.”
Regardless of the rise of digital channels, 70% of DSW’s enterprise is performed in-store, and lots of shoppers “are searching for these IRL experiences at present,” Ballou added.
“We would like our DSW shops to be a protected place the place you’ll be able to step away from any judgement and insecurity and discover methods to play with totally different sides of your self via footwear,” she continued.
Courtney Phillips directed the advert via manufacturing firm London Alley, whereas Noelle Marsh was the choreographer.
Maggie Malek, chief government officer at Crispin, instructed ADWEEK that the inventive course of behind the advert was a collaborative affair: “This hasn’t been a challenge the place the inventive company will get briefed, goes off and works in a silo, and comes again to current.”
The marketing campaign will run throughout related tv, OTT platforms, YouTube, and social.
