Geox strengthens its partnership with M&C Saatchi and announces a new brand ambassador: Penelope Cruz.
It is the icon of Mediterranean beauty in all its authenticity and versatility that becomes the star of the new autumn-winter 23/24 campaign.
Creativity celebrates a day in Penelope’s life, teaching her about the many ways to be a woman: through a walk through the streets of her city, an afternoon in the park, and at the movies on a magical winter evening.
In all these situations, Penelope represents the image of a relaxed and spontaneous woman who faces life with determination and confidence.
A dynamic woman who chooses versatile and comfortable clothes and shoes without sacrificing cool style.
“Penelope Cruz is a new chapter in this story that we have been writing with Geox for several years now. She is not just an ambassador, but the perfect combination of beauty and authenticity. We don’t see her acting in the campaign because we wanted to show her true side: a confident, determined, sensual and elegant woman,” says Carlo Noseda, CEO and founder of M&C Saatchi.
A tribute to the feminine world and an invitation to always feel like the best version of yourself..
In fact, through the actress, the campaign successfully communicates the wide variety of products and use cases that Geox has to offer, from sneakers to heels that make us feel good in every moment of our daily lives.
A campaign that also owes its elegant cinematic flavor to the collaboration with emerging and talented New York photographer Gray Sorrenti: with her dedication to storytelling, she broke down the boundaries between artist and subject, capturing authentic moments.
“Geox is committed to growing in the women’s segment at a hyper-proportional rate. Therefore, we have embarked on a new path of interaction with the female audience. The appointment of Penelope Cruz as global ambassador is both a confirmation of the good work done on the brand in recent years and a great incentive to achieve the ambitious capital and business goals that we have set for ourselves,” said Roberto Lobetti Bodoni, Global Marketing Director Geox.
The campaign is signed by M&C Saatchi, produced by Utopia and shot entirely in Madrid. The footage, shot by Gray Sorrenti, blends seamlessly with the television ad created and edited by production company Utopia.
The campaign works in a coordinated manner across TV, print, billboards, digital and social channels, and reaches the brand’s point of sale.