Back in the '90s, shoe store schuh was famous for its cheeky ads and punk attitude. Twenty years on, their comms had fizzled out. They needed an ownable tone of voice to help them stand out on the high street – and regain some of that rebel spirit. Working with Reed Words and SNASK, I gave them one so distinctive it doubled up as their big 2019 campaign.
The idea at the heart of the new verbal identity – 'schuh do you' – speaks to self-expression in a way that resonates with a new generation of shoppers.
The 'schuh do you' line was used in the brand's major 2019 social and OOH ad campaign which was all about highlighting young artistic talent.
Copy lines I wrote also appear as neon signs inside schuh stores. (Which is pretty cool.)