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Styled by Shoes

Client: Din Sko

Din Sko holds a leading position in shoes in Scandinavia with 140 stores. They also have a successful online shop offering shoes for women, men and children.

Din Sko approached us with a brief to create a concept that would clarify “more fashion at the best price” in the communication. The concept became Styled by Shoes, short for shoes are fun and they often set the style for a whole look.

“We wanted to unite a powerful concept with a strong focus on sales”

Wherever the latest shoe influences come from, fashion is associated with something urban so we wanted to show the models on the streets of New York and Los Angeles. Together with DP Axel Lindahl and photographer Marcus Palmqvist we directed and produced all the material on location to help convey short stories with personality.

Shoes on the Street

Showing shoes is always a challenge, to connect faces and feet. Therefore we chose a more contemporary language in the images and the editing of the commercials to that what Din Sko was accustomed to.

The main media in Sweden, Norway and Finland was TV. The images were used mainly in the stores. The concept was an immediate success and shoe sales increased quickly. During one season, sales went up by as much as 60%.