In Aldo’s Fall 2017 campaign, the footwear and accessories retailer taps into the notion of community in the digital space. The campaign brings together the #AldoCrew—from shoppers to celebrities, A-listers to influencers, all while celebrating individuality and love for personal style. Aldo’s new global campaign goes live across all marketing touch-points (advertising, print, online, mobile, in-store, out-of-home and social media programs) July 27, 2017.
The brand’s campaign contextualizes footwear and accessories as essential mediums for women and men to boldly pursue their passions and style with an “I ♥ …” concept personified by the talent—a diverse group of social influencers. Written with a touch of humor and wit that is unique to the Aldo brand, every “I ♥ …” claim is personal and relatable. Bringing this vision to life, Aldo worked with renowned creative director, Donald Schneider, supported by stylist, Claudia Hofmann, and fashion photographer, Frederike Helwig.
“Given our global reach, we wanted our campaign to be inviting and inspiring to the people who shop in our stores, through the app or online. It’s fundamental to create individual experiences which then generate a collective dialogue”, explains Daianara Grullon Amalfitano, Senior Vice President for Aldo about the Fall 2017 campaign. “Through this fun and playful LOVE concept, we are able to create that sense of connection and personalization with our #AldoCrew. We want this to be an inclusive community that goes beyond fashion. It is not just about products, but about the individual and how they contextualize and express fashion in their life.”