schuh has revealed its new brand platform, as it seeks to become a “more meaningful high-street footwear destination for young audiences.”
The footwear retailer will launch the “Same, but different” campaign with its first television commercial for more than a decade.
“schuh has always supported and celebrated self-expression and cultural diversity, and we continue to be that progressive and inclusive brand today,” said Stephanie Legg, Chief Marketing Officer at schuh.
“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.”
It’s been made by schuh’s new creative strategy partner, ZAK.
“We couldn’t be happier to be involved in a bold new phase for one of our favourite brands in retail,” said ZAK CCO Matt Bennett.
“There is way too much ‘same’ going on, so the opportunity to create an entirely new, culturally focussed brand platform for schuh was too good to miss.”
Launching today on linear TV, video-on-demand (VOD), OOH, social channels, gaming and through numerous digital partners it will run until the end of the year.
Media planning and buying was managed by PHD Manchester.
“Establishing media touchpoints that enhance and elevate schuh’s new creative positioning have been a hallmark of our strategy for this campaign,” said Mark Worth, Client Partner at PHD Manchester.
“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.”
