Shoes On. Step Up
Shoes On campaign by Helen Marlen visibly rocked the Ukrainian media space. Very few remained unfazed by picturing of shoes on flawless naked bodies of dancers of the London and Düsseldorf Ballets. The question to extend this success came up for Helen Marlen together with a new collection. We had a task to develop a new communication for the brand sticking to Shoes On.
As in previous campaign, we could not do without cooperation with dancers. However, in communication of Shoes On Vol.2 we still gave them an opportunity to feel comfortable in their own skin. In cooperation with Apache Crew team, under Koloah soundtrack, we filmed a dance video completely and totally devoted to shoes. We told about a new collection by the language of choreography. Flexing, popping, break, tatting, contemporary, as it turned out, reveal shoes character better than any descriptions and show a product range more successful than any plots whatsoever.
After receipt of co-created product of such team, there was nothing for us but to add a call for action — whichever and wherever. So the slogan Shoes On. Step Up. was created.