Banc has picked up the &£1m advertising account for trendy shoe brand Base London.
The branding agency pitched against five other agencies and was finally shortlisted against Iris.
The appointment marks a return for the brand to Banc, which worked on the account in 1998. Since then the shoe company has used a number of different agencies on a project basis.
Base London head of marketing Janey Morgan says she was looking for one big creative idea for the brand’s mature UK market which reflected its “gutsy, cheeky, raunchy and sexy” image.
The print campaign, due to break later this year, will be worked around the idea of judging a man by his shoes, using the line “judge a man by ” and the Base London logo.
Banc has also been appointed to work on a campaign for European markets outside the UK. It will use the line “Based in London” and feature young male professionals from around the world who work in the UK’s capital city.
In the past, Banc created a campaign around an alternative guide to the city’s darker side of life including sex and drugs.
Base London produces a range of formal, semi-formal and casual fashion shoes for men at high-street prices. Launched in 1995, the brand is sold in 800 outlets in the UK and Europe. UK stockists include AV, Envy, JD Sports, Office, Ravel, Sole Trader, Schuh and USC.