Schuh invites shoppers to “schelebrate different” in festive campaign
Footwear retailer Schuh has launched a festive campaign built around the idea that we are all the same because we are all different.
Called “Same but Different”, it celebrates the quirks and tastes that make people who they are, rather than asking them to fit in.
Subscribe to TRBThe campaign plays on the fact that people are often unsure how to pronounce the Scottish retailer’s name. To help, it introduces a new “Schuh language” that adds the brand’s “Sch” and a silent “h” to words and phrases on posters, online and in stores.
The idea also features in window displays, lightboxes and web imagery as Schuh encourages people to “schelebrate different”.
There is also a new visual identity featuring a system of bespoke stickers, inspired by those used to personalise laptops, skateboards and social posts.
The centrepiece is a festive shoot by Buffalo Zine founder Adrian González-Cohen, shot with Iconoclast. It features a house party of young people celebrating Christmas in their own quirky ways.
Schuh stores at Oxford Circus, White City, Manchester and Liverpool have launched the campaign with dedicated 3D window displays, while store teams across the UK are decorating their own windows with festive stickers to create unique shop fronts.
The campaign is also being amplified by creators, who have been invited to share the quirks and contradictions that make them who they are.
Laura King, Schuh chief marketing officer, said: “Schuh has always celebrated the idea that our differences aren’t something to hide but something to embrace.
“In a world of algorithms and carefully curated digital identities, being proud of what makes you unique can feel harder than ever.
“Our same but different brand campaign champions the idea that being different is what makes us who we are.”
