Footwear brand Camper is extending its advertising into outdoor for the first time as part of a new communications strategy. The move comes as it appoints Madre Buenos Aires as it first advertising agency.
The initiative also marks the first time the Spanish company has not created its advertising in-house and follows a competitive pitch between a number of undisclosed agencies. The brand appointed Starcom to handle its global media planning and buying earlier this year.
The new campaign will include bus sides and taxis as well as press. It will break next week across a number of cities, including Milan, Paris, Barcelona, Madrid and New York.
It will feature the strapline “Imagination Walks”. The footwear brand had previously used the strapline “Walk. Don’t run.”
Glue London has also been appointed to create a new website for the brand.
Camper has extended its brand into new areas over recent years, including the leisure market. It launched an environmentally friendly restaurant, called Foodball, in 2005. Prior to that it launched the brand’s first hotel, Casa Camper.
Camper opened its first store outside of Spain in 1992 and now sells shoes in around 50 countries.