O&i Shoes: Comfortable Shoes You'd Actually Be Caught Dead In

Ah, the joy of small clients with few inhibitions. O&i shoes has merely two Chicagoland locations, but this is paid work, seen as metro area posters and in pubs like the Chicago Reader and the Chicago edition

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Ah, the joy of small clients with few inhibitions. O&i shoes has merely two Chicagoland locations, but this is paid work, seen as metro area posters and in pubs like the Chicago Reader and the Chicago edition of Time Out. The client "prides itself on making fashionable shoes that you can actually walk in," says Euro RSCG senior AD Diane Kerwin. "If you're into shoes, you wouldn't be caught dead in most of the 'comfortable shoes' out there. They're targeted to older women who don't mind wearing boring shoes. The shoes at O&i are targeted to young women who are looking for comfortable shoes that are still hip and fashionable. The challenge was to create an ownable position for the store as a place to find comfortable shoes that are still edgy and fashion-forward. These ads speak to all those fashionistas out there who take their style seriously." Adds writer Elyse Maguire, "We didn't know how the client would react when we presented the idea, but it turned out to be an easy sell. They thought it was perfect for this audience." Photography by Saverio Truglia, www.saveriotruglia.com.
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About

Credits
Date
Apr 07, 2006
Client:
O&i Shoes
Chief Creative Officer:
Steffan Postaer
Executive Creative Director:
Blake Ebel
Senior Art Director:
Diane Kerwin
Senior Copywriter:
Elyse Maguire
Photographer:
Saverio Truglia
Agency:
Euro RSCG Chicago
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