Schuh is looking to become a more popular high-street footwear destination for young people with the launch of a new brand platform, “Same, but different”.
The campaign will be the footwear specialist’s first with its new creative strategy partner, ZAK, which secured the retailer’s account earlier this year.
The brand platform will be kicked off with two 30-second ads featuring young people showcasing their “main character energy” in everyday situations such as playing games and grocery shopping,
According to the brand, the creative aims to increase the retailer’s connection with the 16-24 demographic by encouraging self-expression and creativity when it comes to personal style.
“Schuh has always supported and celebrated self-expression and cultural diversity, and we continue to be that progressive and inclusive brand today,” said Schuh creative marketing officer, Stephanie Legg.
“Where other retailers box people in, we help people break out. We’re committed to forging a safe space where young adults can confidently showcase their unique style without fear of judgement and be unapologetically themselves. We’re the same schuh, but same looks different these days.”
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Brought to life by High Stakes Films, ZAK’s production company, and directed and shot by Ricky Gibb, media planning and buying was managed by PHD Manchester – with the spots marking Schuh’s return to UK TV screens after more than ten years.
Client partner at PHD Manchester, Mark Worth said: “Establishing media touchpoints that enhance and elevate schuh’s new creative positioning have been a hallmark of our strategy for this campaign.
“Not only are we thrilled to be a part of the brand’s return to TV, we’re keen to showcase the campaign’s fluidity in the mainstream by helping schuh tap into digital environments across music, gaming and women’s sports that build authority and establish real connections with Gen Z audiences within the spaces they can be found.”
It will launch across TV, video-on-demand, social media, out-of-home, gaming video and digital channels and run until the end of the year.
ZAK CCO, Matt Bennett added: “We couldn’t be happier to be involved in a bold new phase for one of our favourite brands in retail. There is way too much ‘same’ going on, so the opportunity to create an entirely new, culturally focused brand platform for schuh was too good to miss.”
“It’s been a wild ride with the schuh team – the speed, quality of input and incredibly collaborative process between their business, ours and the media specialists at PHD has been key in successfully bringing this campaign together in record time.”
