Doner London unveiled an integrated multi-million euro global campaign for Italian footwear brand Geox this week, which aims to reposition them as a more modern, emotionally engaging, premium lifestyle brand, with their breathable sole technology at the forefront of the campaign. The new #startbreathing creative, directed by world-renowned photographer and documentary-maker Rankin, launches today (February 29) and will run across OOH, press, online, social media and interactive digital display video units. 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.
“The time is right to position Geox uniquely at the intersection of fashion, technical innovation and smart, healthy living” Nick Constantinou
Doner London were asked to change consumer perceptions of the brand and open it up to new audiences. The hashtag, which acts as a call to action, aims to educate consumers about the benefits of Geox’s breathable sole, enabling and encouraging them to move more, take the initiative and enjoy new experiences. As part of the integrated campaign, Doner, working with Geox and the H-ART agency in Italy, will launch #startbreathing across Europe. The initiative aims to drive engagement by getting audiences to learn more about the campaign by taking them to social platforms such as Instagram, YouTube and Twitter, where they can experience content filmed by Rankin, a world renowned fashion photographer, music video director and an icon in his own right. This ranges from a beautiful 60-second fashion film, to a behind the scenes film and a brand manifesto, as well as short pieces of shareable philosophy.
Giovanni Peracin, Geox VP of Marketing Worldwide, said: “Geox as a brand is on a journey from a rational, functional territory (the shoes with breathable soles) to something far more emotionally engaging. This shift in focus will open up new audiences and widen the brand’s appeal, helping the business achieve its 5-year growth plan. Doner understood our business challenges and helped us navigate the modern world with a big idea that moves people to re-evaluate the brand and ultimately purchase. We look forward to an exciting journey with our new partner.”
“When you’re shooting a film all about movement and dance, you’ve got to crank the music up and have some fun” Rankin
Nick Constantinou, Managing Director at Doner, said: “We believe if shoes were invented today, they would all be made like Geox; with breathable technology. With people now taking a more proactive approach to their health and wellbeing, the time is right to position Geox uniquely at the intersection of fashion, technical innovation and smart, healthy living.” Rankin added: “Shooting the campaign was a lot of fun. There was a great energy all day. When you’re shooting a film all about movement and dance, you’ve got to crank the music up and have some fun.”
The overall campaign aims to connect with people at every touchpoint, from brand advertising to social media, through to point of purchase. Creating a world of contemporary values that bring together fashion, well-being and life experiences. It's part of an ambitious five-year plan to grow the business by 300%.
