NEW YORK Canadian footwear retailer Aldo this month will target young, hip consumers via print and outdoor ads that recall the 1980s.
KraftWorks, New York, created the advertising campaign. This is the fifth year the ad agency and the shoe retailer have collaborated.
The effort incorporates monochrome photographs of men and women interacting in nonchalant poses that seek to capture the style of the '80s club scene. In one shot, for instance, a model wears a Ramones T-shirt, while others sport frizzy hairdos of the period.
The ads highlight new spring footwear styles such as an open-toed, high-heel shoe in hot pink, a white pointy-toed flat with double buckles and a man's black slip-on. The brand name Aldo is the only copy element. Fashion photographer Terry Richardson, who has shot ads for Gucci, Levi's, Sisley, Baby Phat and Club Monaco, lensed the images.
Single-page executions will appear in the April issues of Vogue, Blender, FHM, Maxim, InStyle, Seventeen and Latina. Outdoor advertising in New York, Los Angeles, Chicago, San Francisco, London and Canada will launch in mid-March and run throughout the spring. The effort includes billboards, bus shelters, telephone kiosks and taxi tops.
Campaign spending was not revealed. Aldo spent $2.5 million last year on ads, per Nielsen Media-Plus.