boston—Breezy, pastel illustrations of fashionable women grace a print campaign for Insolia, a new technology designed to make high heels more comfortable. The work, by Velocity Advertising, introduces the line, "Joy becomes you."
An effort was made "to show women that you can have the freedom to enjoy high heels and can project a sexy, confident self without the pain of heels," said Jennifer Tisdale, general manager at the Boston shop.
"It's no longer necessary to wake up the morning after a party with a foot hangover" is the headline in one print ad. An abstract drawing of two women in evening gowns looking as if they are relaxing at a cocktail party illustrates the work. Copy states: "It's inside the shoe. It makes a high heel feel like a flat. Suddenly you're stable, more balanced and feel less pressure."
The campaign will debut this fall in women's consumer publications. Collateral materials, a Web site and sales training aids have also been designed by Velocity. Creative credits include copywriter and cd Lisa Hickey and art directors Andrea Gavin and Steve Pollack.
Velocity was assigned the Insolia introduction last October by HBN Shoe of Manchester, N.H. Campaign spending will likely be in the high six to low seven figures.
"Velocity's work gives us unparalleled creativity and sophistication to reach a triad of audiences, consumers, retailers and manufacturers worldwide," said Michael Backler, president of HBN.
The technology will first be available in the fall in shoes sold through Nordstrom department stores.
Insolia, engineered into high heels during the manufacturing pro-cess, is invisible to the naked eye and alleviates the pressure on a woman's foot, thereby reducing foot and back pain associated with wearing pumps and stilettos, according to the company.
Velocity's client roster includes Manulife Financial, Just for Feet, ScanSoft, Bruegger's Bagels and The First Years.