Find 'The Shoe That's You' In 23red's Bluewater Campaign

Integrated creative agency, 23red, has unveiled a colourful campaign for Bluewater – ‘Find the shoe that’s you (today)’ – highlighting the retail destination’s Spring/Summer fashion offering.

The campaign – running across OOH, press and online – features a selection of women’s footwear, with the strapline ‘Find the shoe that’s you (today)’. Each shoe in the creative reflects a key fashion trend of the season – underlining Bluewater’s fashion credentials – while personifying an array of mood states, playing on the way in which the shoes women wear can express their mood.

A call to action directs shoppers to bluewater.co.uk, where they’ll find rich fashion content including blogs written by Bluewater’s personal stylists Miss Dress, lookbooks featuring styles from a number of top men and women’s brands, as well as a lookbook where each of the shoes in the campaign is listed with purchase information.

Sean Kinmont, Founding Partner – Creative at 23red, said: “This campaign will further establish Bluewater’s very impressive fashion credentials by curating these products in a way that really resonates with their female audience.”

Joanna Waterman, Marketing Communications Manager at Bluewater, added: “The variety of our offering at Bluewater – both in store and online via our rich content channels – is perfectly expressed in this campaign. It is fresh and colourful and will help inspire and excite our guests, especially as it is talking to them directly. The headline ‘Find the shoe that’s you’ makes it really personal and therefore more engaging.”

The creative execution underpins Bluewater’s ‘Yours to Explore’ positioning, which was created by 23red as part of a rebrand of the retail destination in October 2013.

Credits

Title/Project: Bluewater Spring/Summer Essential Fashion

Agency: 23red

Agency contact: Marelize Ellis

Agency contact job title: Senior Account Director

Client name: Joanna Waterman

Client job title: Marketing Communications Manager

Copywriter: Claire Medcalf

Art director: Tom Mann

Photographer: The Pack Shot Company

Media agency: Blue Tiger