Media Bank: Charles David’s Obsession… Red Wing Gets Reel

Love Story
In January, Charles David will showcase its love affair with shoes. For its latest campaign, the brand is telling a story about a woman’s obsession with shoes and, secondly, with her man. “We want our current customer, as well as new customers, to relate to our imagery as attainable yet inspirational in the way we tell our story,” said brand creative director Nathalie Marciano. Photographer Yu Tsai shot the ads, which use tropical foliage as a backdrop. The campaign will run on fashion websites and on the brand’s Facebook and Twitter pages, as well as on Los Angeles billboards and in stores.

Happy Holidays
Finish Line is having its own version of an “Ugly Christmas Sweater Party.” For the holiday season, the retailer is inviting customers to design their own knitted look online, using a variety of design prints such as candy canes, reindeer and snowflakes. “We’re always trying to reinvent and do things differently,” said SVP and chief marketing officer Steven Schreibman. “We do promotions that are very high-impact and enhance the customers’ lives.” In the first week and a half, the program received 13,000 sweater entries. After it ends on Dec. 31, a winner will be selected at random to receive a ski trip to Park City, Utah. “One thing people hate is getting an ugly sweater,” said Schreibman. “[Customers] might as well enjoy it by making it their own.” In addition, Finishline.com is featuring the online game “Whack an Elf” during the holiday months and will host a fundraiser through Dec. 31 to benefit the Finish Line Youth Foundation.

Bring It On
For the “Steve Brings It” campaign, Steve Madden has partnered with 14 fashion bloggers including Natalie Suarez of Natalieoffduty.com and Aimee Song of Songofstyle.com. Each participant received a party theme such as “Studio 54” and “The Great Gatsby” and will post on their blog and social media sites about three Steve Madden styles they think will fit the soirée. The campaign runs through Dec. 15 and will include blogger parties at the brand’s stores in New York and California. Contests and giveaways will continue through the month, and on Dec. 19 one customer will win a dozen pairs of shoes — one for each month of 2012.

Horse Tale
Red Wing Shoe Co. and Brew Creative have teamed up again for a new film: “The Crazy Horse Monument – Five Against the Mountain.” The video shows the craftsmanship behind the South Dakota landmark, relating it to the creation of Red Wing shoes. “Sculpting the Crazy Horse monument is an epic achievement in its magnitude and reflects the true grit and passion upon which the country was founded,” Brew Creative principal Michelle Fitzgerald said in a statement. The film can be viewed on Redwingshoes.com.

Gift Giving
In the spirit of the holidays, Donald Pliner is giving away shoes. Through Dec. 23, the designer will host the aptly titled sweepstakes “It’s the Most Wonderful Time of the Year … For Shoes.” Customers and fans can submit an entry on the brand’s Facebook page, explaining why it’s a great time for footwear. Every Friday a winner will be selected to win one pair of both Donald J Pliner and Lisa for Donald J Pliner shoes.

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