Bostonian Serves Simplicity

BOSTON Crunch Brand Communications said it has launched a print and point-of-sale campaign for Bostonian footwear.

In order to help Bostonian stand out from other ads in men’s magazines, Crunch took a simple approach, employing liberal white space and minimal copy in order to focus on the “personality” of each shoe.

In one ad headlined “Cut loose,” an MP3 player leans against a loafer. “Sweeet!” is the sole copy line in an execution that features a pair of dress shoes standing in front of a mirror. “All in” is the text of another ad that sets Bostonians amid colorful casino chips.

“Bostonian was looking for something fresh in 2006. We believe this campaign will resonate with Bostonian’s core consumer,” said Crunch CEO Ted Schlueter.

Client spending was not disclosed.

Schlueter served as creative director on the campaign, teaming with agency design director Angelia Snellen and copywriter Holly Madden, as well as Bostonian senior art director John Gomes.

Crunch is an independent Boston-based marketing communications and consulting company that also works with clients such as Etonic, K2 and the National Oceanic and Atmospheric Administration.

—Adweek staff report