schuh launches a new campaign, aiming to redefine itself as a high-street destination.
- The “Same, but Different” campaign marks schuh’s return to TV advertising.
- Stephanie Legg emphasises schuh’s commitment to self-expression and inclusion.
- The creative strategy is spearheaded by schuh’s partner, ZAK.
- PHD Manchester handles media planning, targeting Gen Z across diverse platforms.
schuh has unveiled its new brand platform titled “Same, but Different”, marking a strategic effort to reposition itself as a prominent high-street footwear destination targeting younger consumers. The campaign signifies schuh’s first television advertisement venture in over ten years.
Stephanie Legg, the Chief Marketing Officer at schuh, expressed the brand’s enduring dedication to supporting self-expression and cultural diversity. Legg stated, “schuh has always supported and celebrated self-expression and cultural diversity, and we continue to be that progressive and inclusive brand today.” Emphasising the brand’s ethos, Legg highlighted their mission to create an environment free from judgement where young adults can display their distinctive style unapologetically.
ZAK, schuh’s new creative strategy partner, has played a crucial role in bringing this innovative brand platform to life. Matt Bennett, ZAK’s Chief Creative Officer, shared his enthusiasm for the partnership, recognising the unique opportunity to develop a culturally centered brand platform. “We couldn’t be happier to be involved in a bold new phase for one of our favourite brands in retail,” Bennett noted.
The campaign, launched across various channels including linear TV, video-on-demand, out-of-home, social channels, and digital platforms, will run until the year’s end. The media planning and buying aspect is meticulously managed by PHD Manchester, focusing on establishing strategic media touchpoints that bolster schuh’s new creative direction. Mark Worth, Client Partner at PHD Manchester, expressed excitement over the campaign’s pervasive presence, particularly its adaptability in digital spaces encompassing music, gaming, and women’s sports. These platforms aim to cultivate authentic connections with Gen Z audiences.
schuh’s campaign boldly redefines its brand image, embracing diversity and self-expression while resonating with young audiences.
