DSW Revamps Shoe Shopping Experience – IRL Rush
DSW Launches “Let Us Surprise you” Campaign with Crispin Porter + Bogusky
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Published September 2, 2024, at 11:34 AM PDT
Campaign Overview
DSW, a major shoe retailer, has partnered with Crispin porter + Bogusky (CP+B) to launch its first campaign under the agency, titled “let Us Surprise You.” Crispin Porter + Bogusky became DSW’s creative agency of record in 2023, according to Adweek.
The campaign aims to attract a younger demographic by emphasizing the fun and playful aspects of shoe shopping, shifting away from a purely practical approach. DSW intends to position its stores as spaces for self-revelation and experimentation.
Creative Execution
The advertisement features dancer Sydney Moss in a dynamic routine showcasing various DSW footwear. The visual style emphasizes energy and a sense of abundance, with shoes appearing to spill out and be swapped throughout the performance.
Kelly Ballou, DSW’s Vice President of Brand and Creative, explained to Adweek that the brand sought to create a more emotionally resonant and playful experience for customers. She stated the goal was to highlight the enjoyment of in-store shopping and encourage customers to discover unexpected favorites.
Focus on In-Store Experience
Despite the growth of online shopping, DSW reports that 70% of its business still occurs in physical stores. Ballou emphasized that many consumers actively seek “IRL (in real life) experiences” today.
DSW aims to cultivate a welcoming and judgment-free environment within its stores, allowing customers to explore different styles and express their individuality through footwear. The brand wants its stores to be a place where customers can “play with different sides of themselves through shoes,” according to Ballou.
Collaboration and production
Courtney Phillips directed the advertisement through London alley, with choreography by Noelle Marsh. The creative process was described as highly collaborative by Maggie Malek, CEO of Crispin Porter + Bogusky.
Malek told Adweek that the project differed from traditional agency-client relationships, emphasizing a continuous exchange of ideas rather than a siloed approach. “This hasn’t been a project where the creative agency gets briefed, goes off and works in a silo, and comes back to present,” she said.
Media Distribution
The “Let Us Surprise You” campaign will be distributed across connected television, over-the-top (OTT) platforms, YouTube, and various social media channels.