Kids footwear retailer Shoes & Sox has appointed The General Store as its creative agency of record.
Shoes & Sox general manager Lisa Shalem says the agency was appointed for its "unique blend" of retail expertise and creative firepower.
"They were quick to understand our business and have brought our service proposition to life in a way that has loads of swagger without taking itself too seriously," Shalem says.
"It feels very us.”
The General Store’s first work for Shoes & Sox launched this week with an integrated national campaign celebrating Shoes and Sox’s unique fit proposition.
“The Fit Squad campaign makes superheroes out of real Shoes & Sox staff, celebrating the brand’s proprietary fitting technique and rigorous team training," The General Store CEO Matt Newell says.
The campaign will be the largest in Shoes & Sox’s 32 year history and will run across TV, cinema, out of home, digital, social and in store across stand alone stores and Myer concessions.
Shoes & Sox is the latest account win for the agency which as also appointed as Allianz's creative agency of record earlier in the year.
The General Store is an independent retail specialist agency that offers strategy, advertising, design, and store design services.
It recently appointed VMLY&R's Danny Lattouf as partner and chief strategy officer, joining CEO Matt Newell and general manager Maddie Livesey to lead the independent agency forward in its next stage of growth.
Campaign Credits:
CLIENT: SHOES & SOX
Lisa Shalem – GM
Lara Segal – CRM Manager and Special Projects Lead
AGENCY: THE GENERAL STORE
Matt Newell – CEO
Steve Carlin – Creative Director
Maddie Livesey – Creative / GM
Guy Collins – Creative
Genevieve Read – Creative
Darren Bailey – Producer
Andrew Kohn – Project Director
Chris Walsh – Photographer
PRODUCTION: PHOTOPLAY
Frazer Bailey – Director
DOP – Daniel Ardilley
Oliver Lawrence – Executive Producer
Emma Thompson – Producer
POST PRODUCTION: WHITE CHOCOLATE
Editor – Brad Hurt
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