MINNEAPOLIS – With Famous Footwear's stated intent to conduct an account review and Campbell Mithun's decline of an invitation to participate, the companies have agreed to end their partnership. Campbell Mithun has been the retailer's creative agency of record for three years. Famous Footwear will conduct a procurement-led, invitation-only search for a new agency partner.
“We appreciate the invitation to participate, but realize that, moving forward, this partnership no longer serves our mutual business interests,” said Campbell Mithun CEO Steve Wehrenberg.
Campbell Mithun became Famous Footwear’s creative agency in January 2008, produced initial work for the back-to-school season, and introduced the “Make Today Famous” platform idea in 2009. The agency will complete its seventh execution of that campaign for back-to-school 2011 before their contract runs its course at the end of August. Work over the past year has included a recent spring/summer effort and 2010 holiday and back-to-school executions.
“We’re grateful for Campbell Mithun’s partnership and their efforts in moving our brand and consumer engagement forward over the past three years,” said Famous Footwear senior vice president of marketing Will Smith.
Flicker effect dramatizes how the transformative nature of shoes can inspire “A New You”
MINNEAPOLIS – Campbell Mithun’s back-to-school work for Famous Footwear breaks this week as part of the agency’s “A New You” campaign under the brand’s “Make Today Famous” umbrella brand idea. The “Flicker” spots -- “Flicker” (Brand) (:30), “Flicker” (BOGO) (:30) -- visually demonstrate how different shoes can change your look and how you present yourself to your world.
“Back-to-School season often is about re-making and re-presenting personal style,” said Andy Anema, creative director at Campbell Mithun. “These spots illustrate that process while reinforcing that shoes can play a part in affecting who you are and what you feel like on any given day.”
The agency worked with director Omri Cohen of Green Dot Films, who used multiple film and digital formats to create the work, including high-speed Weisscam, 35 mm film camera, Arri Alexa, Canon 5D and stop motion with Canon 1D.
The Back-to-School spots run nationwide through mid-September. Earlier “A New You” executions included flights created for Summer 2011 : Kenyans, Martial Arts and Undercover Cop; and Spring 2011: Red Carpet , Bollywood, Secret Agent, Base Jumping and Impalas.
Agency Credits
EVP/Chief Creative Officer: Heath Rudduck
CD/Copywriter: Bill Johnson
CD/Art Director: Andy Anema
VP/Director of Integrated Production: Kathy DiToro
Producers: David Howell, Kat Dalager
Final Mix: Todd SyringVP/Manager of Business Affairs: Donna Gary
Production Business Manager: Tracie Kittelson
VP/Manager of Legal Compliance and Broadcast Traffic: Carolyn Carter
Production Credits
Director: Omri Cohen, Green Dot Films
Managing Director: Rick Fishbein, Green Dot Films
Executive Producers: Darren Foldes and Rich Pring, Green Dot Films
Director of Photography: Tim Hudson, Green Dot Films
Line Producer: Krista Thompson, Green Dot Films
Editor: Brett Astor, Channel Z
Music: Nylon Studios
Make Today Famous
Famous Footwear’s “Make Today Famous” campaign was created by Campbell Mithun in 2009. The campaign shows how people can make even everyday activities “famous” in their own unique ways, influenced by the shoes on their feet. The 2011 “A New You” executions follow the 2010 “Frozen Moments” holiday and Back-to-School work.
