How great! The first CAMPER Shoes commercial has been launched on Vimeo. Unfortunately, the video is no longer available anywhere (that I could find), but I think the story still remains relevant:<\/p>\n
When I used to work on Camper brand communication, with in-house creative director Quico Vidal<\/a> (who still collaborates with them very often) a survey about Camper’s advertising was made. Out of it, probably the most surprising was that many Camper fans said that what they liked the most out of all Camper’s advertising were the TV commercials! And I said surprisingly because up until then Camper had never done one single TV commercial. But for some reason (that we optimistically interpreted as:) lovers of a brand that they liked so much didn’t conceive for it not to be in something as important in their lives as television (How have things changed, isn’t it?). So they didn’t see what was shown on TV, but what was in their hearts. This comes to confirm once again what Alain Uceda<\/a> usually says (and that I have made an absolute truth myself): Brands are not such a thing until they take a little place in the minds and the hearts of the people.<\/p>\n Note: Since the original video for this post doesn’t exist anymore (at least anywhere I could find), I use another one to illustrate the idea (done by a great agency called Herraiz&Soto<\/a>). And I know for sure the great art director and friend David Ruiz<\/a> has kept working with Camper.<\/p>\n\n\n