DSW - Let Us Surprise You
For years, DSW was seen as a discount destination for moms, not a relevant brand with a voice. But from here, our insight was born.
Kids, dragged along by the stereotypical mom customer, know a thing or two about how to shop. They lead with wonder, gravitating toward the shoes that excite them and allow them to create interesting narratives about themselves. This is the behavior we wanted to bring to the consumer.
We reframed DSW not as just a place to buy shoes, but as a playground of self-discovery.
It’s not the brand telling people what to do or what to buy. It’s an invitation to explore.
Ultimately, we are asking the consumer to leave their adult self outside, and call them when it's time to check out.
Chief Creative Officer: Steve Denekas
Executive Creative Directors: Ben Mayjoy, Kim Baskinger
Copywriter: Michelle Chocron
Art Director: Caylee Hubert
Creative Strategy: Sara Fahim
Director: Courtney Phillips