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Aldo breaks Step Into Love campaign

Montreal-based footwear company Aldo has begun a fall advertising campaign called “Step Into Love.” The promotion will make use of an online video featuring a number of dancers and the participation of choreographer James Alsop. According to the company, the video is intended to “celebrate confidence, self-expression and the power of coming together.” The campaign was developed in association with Studio Bonafide and will run for eight months, supported by in-store materials, online and out-of-home advertising and social media content.

The video is being accompanied by a social media component conducted via TikTok. Until Sept. 1, consumers can post videos of themselves dancing to a remix of the song Roses by Saint Jhn. Participants can post their videos to Instagram for an extra entry. The winner will receive $5,000. The contest features the participation TikTok personalities Nia Sioux, Kalani Brooke, D3Mstreet, Cousin Skeether, Isabella Fonte, Mariah Amato, Gabe De Guzman, Sammy Rickey and Big Will Simmons.

“‘Step into Love’ is about the ability to express your true self,” said Daianara Grullon Amalfitano, senior vice-president at Aldo. “It’s our way of showing our personality, our soul. By setting our story in the backdrop of an ordinary daily commute and turning it into something fun and extraordinary, we get the opportunity to showcase how a group of individuals can confidently express themselves. They step forward, step together and ultimately find themselves stepping into love. While the conceptualization and video shoot happened prior to COVID-19, the storyline and the uplifting energy strikes us all now with a bolder and deeper meaning. In the story's conclusion, the inspirational depiction of a choreographed united front is a metaphor of the power that comes with connecting on a different level, and of coming together to create change.”

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