The traditions of the festive season are set to bring winter comforts into our homes, from piping mugs and roast dinner plates piled-high, to tinselled trees and wrapped presents. But for some, this period can also bring anxiety that arises during festive home visits, as metropolitan lifestyles are left behind in exchange for quality time with family and old friends.
Not led by viral trends or seasonal fads, schuh is the footwear destination that helps you embrace your personal style all year round. The retailer’s latest AW24 campaign, “Same, But Different”, celebrates non-conformity and unapologetic self-expression.
The campaign is the brand’s first TV advert in 15 years and will be seen on tellies, video-on-demand, social channels, gaming and via numerous digital partners, as well as in stores across the UK, until the end of the year.
The campaign is also the first produced with new creative strategy partner Zak, with production helmed by director Ricky Gibb, and supported by stylist Jake Hunte, and set and production designer Nuha Mekki. The creative direction was inspired by intelligence derived from Zak’s cultural insight platform, SELFHOOD, which highlighted the fluidity that 16-24 year-old consumers are embracing in how they dress.
“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.”
The video advert, and supporting imagery, sees an eclectic cast of models expressing their individuality and showcasing their “main character energy” through several cheeky set-ups, from a ballsy queue-skipper at the barber’s to a carefree dancer cutting loose in a laundromat.
“I had such a fun time getting into character on set,” says campaign model – and our very own BRICKS deputy editor – Madeline Reid. “Working with the stylist to incorporate my own style into the characters was especially fun. I got to include my favourite tartan kilt into my barber shop character look which feels like a piece of home.”
I love working with schuh because their commitment to inclusion goes beyond the camera lens.
At the heart of this campaign remains schuh’s ongoing commitment to embrace diversity and reject uniformity. “I love that the campaign focused on the self-expression of each model, as it allowed me to feel confident in what makes me unique, whether that’s my mullet hairstyle, my tattoo sleeve, or even my disability,” Reid explains. “As a model with an invisible and dynamic disability, I don’t always feel like my disability is represented when I’m captured in still imagery. I love working with schuh because their commitment to inclusion goes beyond the camera lens. From talking to me about what footwear options would work best for me, to asking engaged questions about my disabled identity for social content, I really felt like the real me was captured in this campaign.”
Through the “Same, but Different” campaign, schuh aims to support its shoppers in embracing their personal style with curated seasonal footwear that encourages self-expression. So, whether you’re sporting sneakers or boots, schuh’s AW24 offering is here to make sure you stand out – your way.
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