BURNETT TO RUN WORN OUT CAMPAIGN
By Adnews Staff
Leo Burnett Company of Chicago is using old worn footware in its first North American campaign for Rockport shoes, which breaks next week in Canada. Print ads will feature shoes that have been worn by Rockport customers. The shoes will carry a tag that describes the person who wore them and the conditions they were subjected to, as well as giving a testimonial from the owner. The print ads will be supported by an in-store campaign with used shoes on display. Rockport is owned by Reebok International of Marlboro, Massachusetts. One ad features a pair of black Rockport dress shoes worn by a firefighter to run the 1995 Paris Marathon. The tag says he thought they were comfortable, flexible and looked good. Another shows a pair of black boots worn by a fashion stylist from New York who states on the tag that she wants the boots back as soon as possible.