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Veja: The shoe that stepped no one


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Story has a distinctive branding method that focuses on telling the unique stories of the brands they carry, creating a halo effect for the store as they choose brands with which they have shared social and environmental values that their customers identify with.For this campaign featuring "VEJA", we are highlighting the fact that premium shoe brands spend 70% of their budget on advertising and celebrity endorsements, with only 30% going to labor and materials.

In light of this, Story and VEJA present "The non-campaign". Instead of paying enormous sums of money to celebrities to endorse our shoes and a fraction of that to factory workers, most of our budget is split evenly between the workers who make our products, and the high quality materials that we source.

Because we give a damn.

We conveyed this message to consumers with the tagline "The shoe that stepped no one", alluding to the harm that is caused by competing premium shoe brands. This tagline was at the center of our campaign across all types of media: digital, influencers, OOH, storefronts, etc...
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