The Work

Shoe Mart – Autumn/winter

The new Shoe Mart Autumn/Winter campaign, created by Dubai-based Partnership, is designed to be a celebration of the good life, as experienced by those who wear the footwear the store offers. The print and outdoor executions show various ‘beautiful people’ in high-profile settings (and chic shoes), poised to take on the world. The campaign will run throughout the GCC and India.

Project Autumn/Winter 2011/12
Client Shoe Mart
Creative agency Partnership
Creative director John Mani
Creative team Milind Lanjekar
Photography Sussane Spiel
Exposure Print, outdoor


  • so what’s so different about this campaign? same location, same lifestyle, same boring creative. gone are the days when Partnership used to come up with innovative concepts, ideas, and executions. this is soooooo cliché. didn’t expect this Partership and Shoe Mart. I think you need to do something more mature.

  • I can’t see the shoes. The gold chain of the bag is pretty much visible. And why this cheesy helicopter. Jag only should be enough…. What happened to “less is more” thinking?

  • Lovely campaign, crisp delivers on the brand proposition. Well executed too. I don’t agree with you Adspeak, this is real work! a mature example of advertising which works for the brand.

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