Portuguese Shoes - Motherland
By featuring Jose Condessa, a Portuguese actor with a burgeoning international career, the campaign bridges the gap between local heritage and global appeal. This choice reflects the industry's strategy to honor its roots while embracing contemporary narratives, positioning Portuguese footwear as both timeless and avant-garde.
Set against the unspoiled landscapes of the Azores, "Motherland" draws an analogy to nature's ability to renew and transform. This backdrop symbolizes the industry's commitment to blending traditional craftsmanship with modern design, showcasing Portugal's talent and creativity on a global stage.
- international consumers seeking high-quality, stylish footwear with authentic craftsmanship.
- fashion enthusiasts interested in sustainable and ethically produced products.
- individuals appreciative of Cultural heritage and artisanal skills.
TARGET AUDIENCE
About the
Campaign -
By featuring Jose Condessa, a Portuguese actor with a burgeoning international career, the campaign bridges the gap between local heritage and global appeal. This choice reflects the industry's strategy to honor its roots while embracing contemporary narratives, positioning Portuguese footwear as both timeless and avant-garde.
Core Theme of the Campaign -
1. Embracing Origins: The campaign emphasizes a return to foundational values like experience, know-how, and quality, which define Portuguese footwear.
2. Stunning Visuals: Filmed in the Azores, the campaign uses the islands' natural beauty to symbolize renewal and creativity.
3. Artistic Collaboration: Featuring photography by Frederico Martins and designs by Luís Carvalho and David Catalán, it showcases top Portuguese talent.
4. Musical Touch: Music by Ed Rocha Gonçalves of Best Youth adds a contemporary and authentic Portuguese soundscape.
5. Industry Growth: Over the past 15 years, Portuguese footwear exports have increased by over 40%, reaching 174 countries and making Portugal the second-largest European exporter.
6. Global Appeal: By blending traditional craftsmanship with modern design, the campaign positions Portuguese shoes as both classic and cutting-edge.
7. Sustainability Focus: The emphasis on natural landscapes and renewal reflects a commitment to sustainable practices in the industry.
8. Cultural Pride: "Motherland" serves as a testament to Portugal's rich cultural heritage and its influence on contemporary fashion.