Schuh is setting the stage to solidify its position as a high-street footwear destination for young people with the launch of its innovative brand platform, “Same, but different.” 

This marks the retailer’s first creative endeavour with ZAK, the agency that secured Schuh’s account earlier this year.

The campaign aims to connect with the 16-24 demographic by celebrating individuality and creativity in personal style. Through its fresh approach, Schuh seeks to be more than just a footwear brand; it aspires to become a cultural beacon for young adults who value self-expression and authenticity.

A Campaign Full of Character

The campaign, brought to life by ZAK’s production company High Stakes Films and directed by Ricky Gibb, includes two dynamic 30-second ads. 

These spots highlight young people exuding “main character energy” in everyday moments such as gaming and grocery shopping. The ads showcase how Schuh enables self-expression, encouraging young adults to explore and embrace their unique styles.

The creative marketing officer at Schuh remarked that Schuh has always supported and celebrated self-expression and cultural diversity. They are the same Schuh, but same looks different these days. 

Their vision is to create a safe, inclusive space where young people can showcase their individuality unapologetically, breaking out of societal constraints.

A Return to TV and Beyond

Marking Schuh’s return to UK television screens after more than a decade, the campaign also spans a variety of platforms. 

Media planning and buying, managed by PHD Manchester, extends the campaign into video-on-demand, social media, out-of-home advertising, gaming video, and digital channels. 

This multifaceted approach ensures Schuh engages with Gen Z in their natural environments, from music and gaming to women’s sports.

PHD Manchester’s client partner expressed enthusiasm about the campaign’s creative vision, highlighting how media touchpoints have been strategically chosen to amplify Schuh’s new identity. They are thrilled to help Schuh establish real connections with Gen Z audiences and showcase the campaign’s fluidity across diverse platforms.

Collaboration at the Heart of the Campaign

ZAK’s Chief Creative Officer reflected on the collaborative process that brought the campaign to life. There is way too much ‘same’ going on that creating a culturally focused brand platform for Schuh was an opportunity that they couldn’t pass up. 

What’s more, the speed, quality of input, and teamwork between Schuh, ZAK, and PHD have been pivotal in achieving this ambitious vision.

Conclusion

Schuh’s “Same, but different” campaign signals a bold new direction for the retailer, embracing inclusivity and individuality as its core values. 

By collaborating with ZAK and PHD Manchester, Schuh has crafted a dynamic and culturally resonant campaign designed to connect with Gen Z audiences in meaningful ways. 

With its creative ads and multifaceted media presence, Schuh is redefining its place on the high street and proving that individuality never goes out of style.