Modern Shoe Hospital, a shoe repair store in St. John’s, Nfld., has put its own variation on one of the world’s best-known advertising slogans in its new out-of-home campaign.
The shop released poster creative in St. John’s this week featuring the words “Just Do It, Again.” The copy appears in white against a bright orange background with the Modern Shoe Hospital logo–a circular image with a red, medical-style cross symbol in the middle–appearing underneath.
The ad, created by St. John’s agency Target Marketing and Communications, echoes Nike’s famous “Just Do It” slogan. According to Jenny Smith, creative group head at Target, the riff on Nike’s iconic branding is an effective way of delivering her client’s key message.
“They have a stellar reputation for rescuing footwear,” Smith said of Modern Shoe Hospital. “This ad shows people that their shoes can be given a longer life.”
Smith added that she did not anticipate any objections from Nike about the campaign, which also includes billboard creative launching next week.
“If anything, it’s a compliment to their brand,” she said.
Target has represented Modern Shoe Hospital since 2002.
