Schutz, has unveiled a new branding concept and the ‘Because’ campaign, created in partnership with Yard NYC. With the upcoming opening of the brand’s largest pop-up shop to date in the heart of New York City, the campaign is designed to launch Schutz’s first major marketing push in the US and celebrate it as a more diversified brand – both in terms of product and geography.
To support this launch and initiative, Yard NYC’s strategy focused on developing a concept and a campaign that would help expand Schutz’s reputation, reconnecting with its Brazilian and global audiences and building greater recognition amongst American consumers as the ‘world’s best-kept secret’ in footwear. This led to the development of ‘Because’ a freshly conceived creative platform born from the insight that you don’t have to explain yourself.
The brand tapped Adriana Lima, a notable Brazilian-born supermodel in both North and South America, as the company’s campaign star and brand ambassador. For the first edition of the new campaign, Lima was photographed in four separate scenarios. The series captures moments of stylish irreverence and spontaneity on the streets of SoHo. This will appear in the company’s stores, digital mediums, and in high-visibility outdoor locations in downtown New York. Two more releases will be revealed over the coming year featuring Lima.