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Humanic ‘Shoemanic Moments’

Global content marketing agency Story Worldwide has partnered with Humanic, Europe's leading shoe retailer, to create an integrated pan-European brand campaign.

The campaign, called ‘Shoemanic Moments’, will officially launch the Austrian brand's Autumn/Winter 2010 collection on 26th August in 11 central European countries.

Told from the point of view of shoes, Story Worldwide developed a campaign that shines a light on those rare and unforgettable moments that cut through the humdrum of everyday life – a cheeky nod to the truly transformative effect a perfect pair of shoes can have.

Looking beyond the traditional idea of a single image and strapline, Story Worldwide created a campaign narrative that also extends across several channels, including in-store, window display, store TV, online, through social media and a customer magazine and press look book.

This integrated approach delivers through-media, to reward customers the more time they spend with the brand. Including a twilight-inspired moment featuring a vampish zipped boot, and a tender first kiss between two teens in sneakers, the above-the-line campaign will go live across 11 European countries, supported by leading national fashion and lifestyle magazines such as Woman (Austria) and Grazia (Germany), along with TV sponsorship in markets such as Hungary.

Peter Horvath, executive director, Humanic, says: “We were delighted by Story’s contribution to the growth of Humanic, their unique integrated campaign approach, their skill at garnering customer insight and their understanding of why people buy shoes. The creative for ‘Shoemanic Moments’ is stunning and we can’t wait to hear what our customers think of it.”

Founded in 1872, Humanic is an Austrian-based shoe retailer with more than 170 stores across Europe. This is the fourth branding campaign Story Worldwide has developed since the partnership began in 2008.

Previous campaigns include "It's An Addiction" (Spring/Summer 2009); "Are you Shoemanic (Autumn/Winter 2009) and "It's OK: Everybody's Looking at your shoes" (Spring/Summer 2010).

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