Designer Shoe Warehouse (DSW) has unveiled a new brand platform that celebrates the unique thrill of shopping for shoes in real life (IRL).
“Let Us Surprise You” is the first work for DSW by Crispin, which became the shoe retailer’s creative agency of record last year.
With the new campaign and visual identity, DSW aims to broaden its appeal among a younger generation, encouraging people to embrace a childlike mentality and shop for delight rather than practicality.
The ad features dancer Sydney Moss as she steps out in a variety of DSW footwear in an energetic, box-spilling, shoe swapping routine.
Kelly Ballou, vice president brand and creative at DSW, told ADWEEK that the brand wanted to move into a more emotional and playful space while emphasizing the joy of shopping in stores.
“After spending lots of time with our consumers, we saw trying on shoes can and should be fun. It’s an adventure through different parts of your personality,” she said. “We wanted to punch up the fun and invite them into our stores to be surprised by what we have to offer, but also to surprise themselves with something they didn’t know they would love.”
Despite the rise of digital channels, 70% of DSW’s business is conducted in-store, and many consumers “are seeking those IRL experiences today,” Ballou added.
“We want our DSW stores to be a safe place where you can step away from any judgement and insecurity and find ways to play with different sides of yourself through shoes,” she continued.
Courtney Phillips directed the ad through production company London Alley, while Noelle Marsh was the choreographer.
Maggie Malek, chief executive officer at Crispin, told ADWEEK that the creative process behind the ad was a collaborative affair: “This hasn’t been a project where the creative agency gets briefed, goes off and works in a silo, and comes back to present.”
The campaign will run across connected television, OTT platforms, YouTube, and social.