Montreal-based Browns Shoes is showcasing its made-in-Italy footwear in a new print campaign called “Scarpe Diem,” a play on the phrase “carpe diem” and the word “scarpe,” which is Italian for “shoes.”
The campaign was developed in partnership with the Italian Trade Commission, which is providing some funding but gave the retailer “carte blanche,” when it came to the creative concept, said Annie Cohen, buyer and senior marketing manager at Browns Shoes.
“They approached us a year ago and wanted to partner up to promote Italian-made everything, from footwear to accessories,” she said. “We thought it was a great idea because we sell a lot of Italian-made footwear and we have a good relationship with Italian vendors.”
The campaign was shot in Verona and is meant to be modern yet vintage, inspired by Italian film stars such as Sophia Loren. “We wanted it to be romantic and artistic… We like things to be cute, not so serious. Fashionable, but tell a story,” said Cohen.
Browns developed the campaign in-house and worked with creative director Susie Sheffman, former fashion director at Fashion magazine; Canadian photographer Gabor Jurina; and European stylist Manos Samartzis. The campaign features Browns Shoes’ exclusive collections that are made in Italy including B2, Mimosa and Intensi, as well as other made-in-Italy brands such as Manolo Blahnik and Giuseppe Zanotti.
“While preparing for the shoot, we envisioned a spirited love letter to Italy,” said Sheffman, in a release. “The images truly capture the shoes in a unique way while also portraying Italy’s playful personality.”
The campaign includes in-store marketing and print advertising in a variety of lifestyle publications including Nuvo, Dolce and Panoram, as well as celebrity magazine Hello! Canada. Browns Shoes is also holding Italian-themed media and influencer events in Toronto and Vancouver this month. ASC Public Relations is handling PR.
