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APICCAPS launches One of Us campaign

Dec 26, 2023 Portugal

The new Portuguese Shoes campaign, launched by the Portuguese Footwear, Components, Leather Goods Manufacturers’ Association (APICCAPS), aims to unite all people around a common love of national footwear

“I don’t know how many souls I have. I’ve changed at every moment. I always feel like a stranger. I've never seen or found myself”. These words by Fernando Pessoa, which reflect a deeper thought about being, are the basis of the new Portuguese Shoes campaign.

In this sense, “every being is multiple in his own singularity”, explains the association. “No one is just one element. We are complex beings, made up of layers that expand and intertwine. Each of us is a special being, a result of contexts, lessons, exchanges, loves and heartbreaks, particularities and singularities”.

In sum, “we are born equal, but we become unique. We are special, different from each other, but capable of building bridges that make us common and enable us to live in a community”.

The campaign features then four different people – Destiny, 28, model and poet; Yuri, 64, model and painter; Peter, 62, musician and model; and Heidi, 21, actress and model – who have one thing in common. “They are also part of the 80 million people who buy and wear Portuguese shoes every year on five continents. And that’s what they have in common. They are one of us”.

Through the lens of Frederico Martins, styling by Fernando Bastos Pereira, production by Snowberry and supported by PRR, the new advertising campaign for foreign markets aims to unite all people around a common love: national footwear.

See the campaign's video HERE.

Source and Image Credits: portugueseshoes.pt

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