Few things define a lifestyle the way shoes do. We are among the very best in the world at making them. That’s why 1 million plus people choose to buy Bata every day.
In today’s world, people feel lots of pressure to behave, look and dress a certain way. Traditional advertising reinforces most of these expectations: “models should be skinny,” “men should look strong and sculpted,” etc. Bata wants to fight all these stereotypes with its 2018 “Me & Comfortable with it” campaign.
For the latest campaign, Bata has chosen edgy, provocative situations which reflect modern life but are still somewhat taboo, such as ripped women or grown men living with their parents.
Bata is fighting prejudices and stereotypes by showing people who are typically perceived as “weird“ or “different,” those who break the mold, who enjoy life in their own way and are comfortable with who they really are. People who live the way they feel and refuse to be mere passengers in somebody else’s world.
In the visuals, we can see, for example, a mom that is not as perfect as those in magazines. We can see ripped girls who are super comfortable in their own skin. Or a man who does not exactly fit the traditional boxes defined for today’s men. We basically show people who do not fit the standards of today’s society, who are unique and very much comfortable with being different,” CMO Thomas A. Bata explained.
“The pictures were taken thinking outside of our own comfort zones. We wanted to put ourselves in the shoes of the outcasts, the misfits and just plain you and me – to make sure everyone is represented by our campaign. In a globalized world, we are increasingly pushed into silos. We are often told we are more individual than ever before, yet social pressures don’t necessarily make it feel that way. Doing what you love, being yourself – that’s true comfort.”
The photography style of the 2018 campaign is new. A “documentary,” not staged, style prevails. The viewer feels like a part of the scene, and that the photographer has captured a beautiful moment that happened naturally.
The documentary style is strengthened by natural facial expressions and atmospheres, including all their beauty and imperfections. The focus remains on the main hero and his or her shoes, without any specific or forced angle. The rest of the scene is blurred. Shoes and accessories are depicted as a natural part of life.
Jana Barbati Chadová, head of global marketing, said, “The aim of the campaign that continues into 2018 for the second consecutive year is very clear. Bata wants its customers to feel comfortable with who they really are. The claim ‘Me & Comfortable with it’ suggests that life is not just about looking pretty, behaving nicely or fitting standards. It’s about living life the way you want to. It’s about strengthening one’s confidence, by choosing a brand that encourages diversity and empowers people as individuals.”
This creative concept addresses the sort of inner feelings that people don’t usually share, and the sort of preconceptions others have about us. Bata wants to turn people’s flaws into strengths.
“We want you to be as comfortable in your own skin as you are in our shoes,” concluded Thomas A. Bata.
The campaign, created by advertising agency McCann Erikson Prague and production agency Creative Embassy, will appear globally in print, in-store, online, as well as in OOH media channels starting in January.
On November 25, Bata's most well-known store in Milan, Italy reopened after being refurbished to become part of the new Red Concept series of stores. The move aims to help it maintain its position as one of the most recognizable points of sale in the city.
The renowned store, situated in Via Orefici in the center of Italy’s fashion capital, first opened its doors on March 13, 1969, and has been a point of reference for the city’s shoppers for almost half a century.
The clean, modern features of the Red Concept design, along with its unique use of technological elements, are a perfect match for the taste of the chic, citizens of the city, who have already been appreciating the store’s new layout in the two weeks since its reopening.
Stocking a full range of ladies and mens footwear, along with bags, accessories and apparel, the store targets urban and metropolitan consumers, specifically Bata’s target consumer “Angela.” In addition, due to its prime location just a couple of hundred meters from the city’s cathedral, it also attracts a good deal of tourist footfall, tempting visitors into a little retail therapy during their time exploring the sights of Milan.
Marco Farnetani, Bata Italy omnichannel retail director, commented: “We tested the Red Concept in shopping centers for about one year, and the sales performance was excellent. In November, in fact, we re-opened as Red Concept the Bata store of Milan-Orefici, a historic landmark, both for the citizens of Milan and tourists, for over 45 years.”
Bandwagon, a leading music media outlet in southeast Asia that reaches millions, published an article on Nov. 29 enthusing about the comeback of Bata’s Hotshot sneaker.
“Bata revives the Hotshot sneaker line, as worn by Nirvana’s Kurt Cobain,” the headline, by Surej Singh, proclaims.
The article tells the origin story of the Hotshot, a 1970s basketball shoe created for the US market.
“It only gained traction after Nirvana’s Kurt Cobain was spotted rocking the sneakers on several occasions during the band’s heyday,” Bandwagon notes.
The Autumn/Winter 2017 Hotshot collection, from Bata Heritage, is now available at the Actually fashion and lifestyle concept store in Singapore in four color schemes: green and blue, black and yellow, blue and red, and blue and yellow.
Commenting on the Hotshot launch, Charles Pignal, Group Heritage director, told Bata World News, “Outside the Bata universe, few people know that it was worn by Kurt Cobain of Nirvana. We don’t know what it was he liked about them, but we like to think it was because it was a shoe brand that was out of the mainstream, a bit different and unique."
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