Stiefelkönig had become outdated. The brand had no independent presence and customers stayed away. We were to give the brand a new independent face, to regenerate it emotionally and thus provide more frequency, more sales and stronger customer loyalty. Furthermore with a much smaller budget than previously.
Every woman sometimes feels like a princess. For this we told the perfect tale: Fairy tales reinterpreted: The women of today no longer fears the evil Wolf – instead she leads the tamed little wolves on a leash. The Key Visual: A fairy tale mirror, which was derived from the Stiefelkönig’s logo. The claim: The most beautiful shoes in the country.