Partnership has carried forward the idea of ‘love to be in your shoes’ for another season as a part of a strategy to raise the level of aspiration in the Shoe Mart brand communication.
Project Spring/summer 2012 season
Client Shoe Mart Gulf
Creative agency The Classic Partnership Advertising
Chief creative officer John Mani
Executive creative director Alok Gadkar
Associate creative director Satyen Adhikari
Senior account director Siddarth Sivaprakash
Production company Gavin Schneider Productions
Exposure Print, outdoor, online
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The problem with this advert is that I’m not sure why I’m supposed to want to be in her shoes .. the out of place man looking at his cell phone in the background or the yacht she seems to be walking away from rather than towards
plus the styling on this is completely off ..if you can’t give the consumer a fantasy depiction of the coveted lifestyle you are pitching than the consumer is left with nothing to aspire to in this advert ..
This could have been done so much better if you played off the Love angle and laid into that heavily