2015 Winners & Shortlists

Brief Explanation

The solution needed to be simple and striking while treating the product as the hero of the ad. It also needed to raise awareness about Woz as a shoe brand, within a limited budget.

The Brief

In a market cluttered with countless luxury brands and designers, Woz wanted to stand out and promote their new collection of handcrafted leather footwear to customers with a campaign that broke the norm of typical fashion ads.

How the final design was conceived

For fashionistas, envy is a common feeling that runs through the mind of anyone who isn't wearing the latest collection. So we took the idea of envy further by depicting people's thoughts about the new Woz collection as pictorial comments, playing on the growing popularity of social media comments used today. We surrounded the most sought after items from the new collection with brightly coloured comment bubbles to compliment their collection of bright and vibrant shoes. Each bubble contains a small visual metaphor for a common remark one would hear from someone who envies the shoes.

Indication of how successful the outcome was in the market

Footfall to the store increased by 27%, while sales of shoes from the new collection went up by 14%.

Woz is an Italian shoe brand that first opened its doors to clients in Dubai in 2012. Built on a reputation of stylish footwear rooted in superior quality, Woz needed to speak to consumers in the UAE, that were already used to very high standards of fashion. To speak to the people who had seen it all, we had to create a campaign that not only stood out on its own, but also showed consumers how Woz shoes could help them stand out too.