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The Athlete's Foot: Keyboard Queen
The campaign plays on The Athlete's Foot core differentiator of Fit and heroes the importance of 'fit', to help find the things that you love doing in life and having the right shoe to support these pursuits.
Through a series of three film-style documentaries, shot and directed by acclaimed director Hamish Rothwell from Goodoil, the campaign highlights the different ways people have found their fit. Says Carlos Alija & Laura Sampedro, Joint ECD's at BMF: "The challenge of this campaign was to create a new brand platform, extending the benefit of having the right shoe fit into a more emotional territory: finding your fit in life". The three TVC's will be supported by a digital and print campaign, as well as POS presence.
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