Schuh campaign offers up colourful 'urban playground'

By

Sandra Halliday

Published
Mar 22, 2018

Footwear retailer Schuh has launched the latest iteration in its colourful urban advertising strand with agency Roar producing an exuberant creative that takes in digital and traditional advertising and can also be seen in-store.

The company said the campaign was inspired by the texture of roads and pavements with usually negative features such as double yellow lines, cracks in paving stones and bumps in the road made into something positive.

Roar said such features are “shorthand for the urban playground” and has created a world where Schuh is designing both the shoes that its customers wear and the surfaces they walk on as well.

The company is using images from the photoshoot in store windows  and they certainly make a colourful addition to what can be a fairly grey environment at times.

Roar has been working with Schuh for 10 years and for its 20th seasonal campaign last autumn introduced the concept using the unsung spaces of the city to create almost-surreal worlds that work well with the quirky Schuh brand profile. 

It’s an approach that’s been described as “urban, fun, colourful and footwear-focused” and the latter point is key as the imagery always keeps its primary aim to the fore - marketing shoes - so doesn’t ever overpower the footwear, however colourful and interesting the visuals are otherwise.