Showcase

The Brief
How do you turn a large, mass-market shoe retailer into an essential fashion brand? How do you take a long-standing, traditional company and transform it with a cutting-edge campaign? In short, how do you get all of central Europe to go shoemanic?

The Challenge
This was Story Worldwide's challenge when HUMANIC, central Europe's leading shoe retailer, contacted the company in 2008. Story's vision for the brand was to use HUMANIC's rich heritage as a springboard from which to build the brand's authority as a trend-setter.

Editorial Response
To do this, Story created a 360-degree communications campaign to attract and retain customers via a bold and engaging journey. Story delivered a campaign, which is ongoing, online, on TV, in print and in all 170 Humanic stores across 11 European markets, that proves how Story's philosophy of multi-touchpoint storytelling can dramatically enhance customer engagement and drive sales.

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