NEW YORK A print and outdoor campaign created by Kraftworks and shot by fashion photographer Miles Aldridge aims to introduce Aldo shoes in Europe while strengthening the brand in this country.
"They've gone from 30 stores in the United States to 300, and now they've opened stores in London," said Neil Kraft, president of the New York shop. "We needed for the first time to create a real international campaign."
Kraftworks has held the Aldo account for four years. Previous "lifestyle" campaigns featured young couples photographed in natural settings with emotional copy urging Generation Y consumers to "Connect."
Aldridge, who has shot ads for Hermes and Lancome as well as fashion spreads for Vogue and Spin, photographed the new work in a studio. The Aldo ads shows hip, young models thrusting sneakers toward the camera or dangling sandals from their fingers. They are presented against a white background with only the brand name as a copy element.
"Its by far the edgiest campaign we've had in a long time," Kraft said.
Print ads will break in March issues of U.S. magazines including In Style, FHM, Maxim and Vogue.
An outdoor campaign will concentrate on New York and London, where ads will appear on taxi tops, bus shelters and billboards. Sources said the client is expected to spend $5 million on the effort this year.
The client is also considering television work for the coming year, Kraft said.