LONDONDERRY, N.H., Sept. 14, 2017 /PRNewswire/ -- ECCO, a world-leading brand of footwear and leather goods, announces its new brand campaign– "Perpetual Natural Motion." The campaign, which launches today, kicks off with a short film shot by Per-Hampus Stålhandske. With this project, ECCO shares its long-held vision of nature as an inspiration, combined with its dream of imbuing its footwear designs with its own unique version of perpetual natural motion – the same ideal that the brand, its design ethos, engineering and production teams choose to live by.
In today's digital world, consumers are searching for authenticity. There's a newfound interest in how things are made – and what they're made of. With nearly 55 years of heritage, ECCO already has an authentic story, and looks forward to telling it a slightly different way.
"For most brands, coming across as 'authentic' is a marketing exercise," said Liam Maher, Director Global Creative, ECCO. "Our 'Perpetual Natural Motion' statement is based on truth, not just another generic consumer message. We're committed to saying things straight, and being held accountable for them."
From the very beginning ECCO has been motivated by a deeply-held Danish design ethos, with work characterized by a modern sense of utility, like the space-age art & science of injection technology, and inspired by nature and truth to materials, demonstrated by ECCO's commitment to the ancient heritage and alchemy of premium leatherwork. This duality gives birth to the new brand platform, and its tagline:
Premium Materials x Dynamic Comfort
Perpetual Natural Motion
These themes are brought to life through the short film, which will go live on ECCO owned digital channels. The film uses the power and creativity of music as well as stunning visual effects to tell the story of ECCO's dedication to materials and technology, inspiration from nature, and fusion of traditional brand heritage with the future of shoemaking.
"This film demonstrates the richness, expressivity, sensuality and tactility of premium leathercraft colliding with the high-impact excitement, energy and dynamic tempo of cutting-edge footwear engineering," said filmmaker Per-Hampus Stålhandske. "Viewers will see these opposites attract and fuse together to produce something completely new – the essential and beautiful balance of nature."
Through digital communications, ECCO retail stores and a complete e-commerce experience, the campaign will continue to demonstrate ECCO's brand values of premium leather and dynamic comfort. The "Perpetual Natural Motion" philosophy will also continue to influence the way the brand designs and manufactures the latest and greatest in stylish and comfortable footwear – including outdoor, casual, dress, golf, and sport styles – as well as leather accessories for men and women. Footwear collections to note include:
This campaign is also significant in that it is the first campaign being led by ECCO's new creative director Liam Maher, who joined the company in January of 2017. Maher's 30-year career in the industry includes creative positions with leading footwear and apparel companies such as Timberland, Burton, Oilily and most recently Denham Jeans.
Founded by shoemaker Karl Toosbuy in Denmark in 1963, ECCO footwear has since grown into a global brand with factories and retailers across the world. ECCO manages the entire manufacturing process from start to finish; ECCO designers develop the collections, ECCO owned tanneries produce the leather and ECCO owned factories make the shoes sold across the world. ECCO, from the very beginning, has fused together premium raw materials with dynamic comfort platforms to produce an unparalleled wearing experience for its consumer. And it continues to innovate with a focus on its core pillars – premium leather and dynamic comfort.
For more information about ECCO, visit www.eccousa.com.
ECCO is one of the world's leading shoe brands combining style and comfort. ECCO's products are sold in 88 countries from over 2,000 ECCO shops and more than 14,000 sales points. ECCO is family-owned, founded in Denmark in 1963, and employs more than 20,000 people worldwide. www.ecco.com.
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