Leo Burnett Switzerland launches Fashion Fights for shoe store Walder
The owner-operated shoe store chain Walder pits shoes and other clothing items against each other. Ten amusing web and movie clips always start by asking the same question: «Does this go with that?».
If something - in Walder's eyes - is a good fashion match, then the battle ends peacefully and shoes and dress walk out of the picture happily united. However, if the pieces literally clash, a sock can be mercilessly eaten by a sandal.
The campaign was developed directly from the brand's strategic positioning. The aim was to dovetail trend awareness and style expertise in a communicative way. But without claiming to always proclaim the absolute truth. The stop-motion realization underlines this with fashionable aesthetics and playful lightness. And because Walder advises its customers as part of a "total look", the fashion shown in the films is not limited to shoes.
All fights can be viewed on the microsite http://beisstsichdas.ch/. A "Wall of Shame" also features fashion sins observed by users. The infotainment campaign is pushed through programmatic video on Instagram, Facebook and YouTube, with in-read formats on news portals and spots in selected cinemas.
Responsible at Walder: Daniel Walder (Managing Director), Suena Krähenbühl (Head of Marketing), Sabrina Wagner (Marketing Assistant). Responsible at Leo Burnett Switzerland: Axel Eckstein (ECD), Christoff Strukamp (art direction), Mark Stahel (text), Alba Rau (graphics), Rolf Zimmermann (strategy), Dominik Mätzener, Ramon Alder (consulting), Suzana Kovacevic (art buying), WalkingFrames (production/animation), Brauereisound (sound design).
