- Thursday, Nov. 1, 2018
European footwear brand Mephisto is celebrating fifty years making the ultimate comfort/fashion shoe with the re-introduction of its Mephisto Originals collection. The US campaign launch is comprised of photo and video content, complemented by a pop-up experience in Los Angeles. Addressing the age-old question, “Who walks in LA?” the campaign tagline simply responds: Mephisto Walks.
The tagline alludes not only to the craftsmanship that underscores the Mephisto walking experience, but also to the attitude of Mephisto Originals. “We are very excited about the re-launch of our original style,” said James Rowley, President/CEO of Mephisto USA. “Since 1975, this classic pattern has been a cornerstone of our brand and continues to have a cult following around the globe. With consumers now placing such a high premium on authenticity, the timing is perfect for us to reinvigorate this classic in modern materials and colors.”
The multi-platform campaign was created via brand strategy and creative firm, Propeller 5, which specializes in fashion and footwear. Photographers Phil Knott and Gaelle Beller, along with Parkour artist-turned-filmmaker, Oleg Cricket, all created content offering their interpretations of the notion that, “No matter how you get there…Mephisto Walks.”
“Mephisto Originals rests among the best-designed comfort footwear collections in the world, but we led with its emphasis on individuality, with a dose of attitude and irreverence,” said P5 CCO, Hersh Rephun. “We did this while stressing the importance of feeling great while making a statement.”
The campaign launched with a VIP event in October at iconic indie shop Sportie LA’s infamous Influencer Yard on Melrose Avenue – one of the most ‘Instagrammed’ street art locations in the world (Colette Miller’s “Wings” is among the popular art on site). The interactive event included a unique green screen treadmill feature for guests to produce their own mini ‘walking films’ for social media, as well as live mural art by @gz.jr, a performance by Black Eyed Peas guitarist/producer George Pajon Jr, Andrew Cole (Colorblind), and internationally-renowned violinist KOI, with music by DJ SLOWLIKEWHOA. Notable guests included Christopher “Kid” Reid, Michael Evans Behling, Lyriq Bent, Rhuigi, Eric Ramirez, Jasmine White, Brandon Gray and Hugh Augustine.
The event was followed by a 4-day Pop-Up Shop in the gallery space adjacent to Sportie LA.
Client: Mephisto USA
Brand: Mephisto Originals
CEO: James Rowley
Marketing Services: Susan Cheek
Agency: Propeller 5
Partner/CEO: Isack Fadlon
Partner/CCO: Hersh Rephun
Creative Directors: Hersh Rephun, Isack Fadlon
Executive Assistant: Tatiana Penkova
Video Production: Avenoir Films
Director: Oleg Cricket
Producer: Diana Aroutiounova