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Doner London, has unveiled an integrated multi-million euro global campaign for Italian footwear brand Geox – #startbreathing – repositioning them as a modern, emotionally engaging, premium lifestyle brand with breathable sole technology.

It will also feature music by Beatbox artist and internet sensation Nicole Paris, whose videos across YouTube, The Late Late Show and ABC News have accumulated over 5.7 million views to date. Nicole composed the music exclusively for Geox.

Doner London, who was appointed as Geox’s global creative partner, was tasked with a clear objective to change consumer perceptions of the brand and open it up to new audiences. The hashtag, which is a call to action, aims to educate consumers about the benefits of Geox’s breathable sole, enabling and encouraging them to move, do more in life, take the initiative and enjoy new experiences.