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Iconic: new campaign

27 Dec 2016

News Iconic: new campaign

APICCAPS distinguishes the footwear sector in its new campaign.

In 2017, the actress Victoria Guerra returns to the Portuguese Shoes campaign to give life to six icons, who summarize the history of a sector that wakes up every day to a world at his feet. There are six stories pictured by the chameleonic Victoria Guerra, in the campaign Iconic Portuguese Shoes 2017. From Betty Page to Rihanna, the campaign goes through the universe of six iconic characters that cross aesthetic, cultural and historical cinema models, along with music and entertainment references. It's very good to be able to represent one of the biggest industries in Portugal. Thus, it is a great privilege and an increased responsibility , admits the actress.

Photographed by Frederico Martins, with creative direction of Fernando Bastos Pereira, the campaign gives life to global characters, while recognizing the evolution of a sector that is successful on the approach to the trends of each new season, as well as the desires of those who walk with national footwear. “I will not say this campaign is easier because it’s not!  However, as it is more related to representation and incarnation of characters I am, indeed, more comfortable. This year the challenge is more arduous but that’s how the footwear industry is: it grows year after year and we always have to work harder and be stricter.”

“Last year, the feedback was very good! It was a fruitful piece of work and was actually one of the jobs I’ve done that had more feedback. Every type of person from all areas came to talk to me about the campaign and the video.”
Communication in an industry that aims to be the sexiest in the world, means to continuously reinforce its impact and reputation. As the maximum symbol of the global positioning strategy of the sector, the campaign synthetizes the achievements and goals that have always lead the brands and professionals, who integrate APICCAPS (Portuguese Footwear, Components, Leather Goods Manufacturers’ Association), over the last seven years of uninterrupted growth.
Since the launching of the Portuguese Shoes campaign, the Portuguese footwear exports have increased over 55%, rising to an amount of 1.900 million euros. Annually, Portugal exports 98% of its production, which is the equivalent of 70 million pairs of shoes, for 152 countries throughout the five continents.