The international campaign of the Portuguese footwear industry, "Time to Rewrite History”, developed במסגרת the BioShoes4All project, has been distinguished at The One Club for Creativity awards.
Promoted by APICCAPS, the campaign is part of the internationalisation strategy of the Portuguese Shoes brand, directed by Frederico Martins (bronze medal in the Video – Cinematography category), and aims to raise consumer awareness about the need to rethink current production and consumption models in the fashion and footwear industry.
According to Cláudia Pinto, Communications Director at APICCAPS, "this recognition reinforces the growing international visibility of the Portuguese footwear industry, not only for the quality of its products, but also for its ability to communicate values associated with sustainability and conscious consumption.”
Frederico Martins believes that "this award recognises not only the courage of the industry, which chose to communicate values, awareness and a vision for the future, but also the teamwork that, through creativity, transforms all these messages into action.”
Under the motto "The time to rewrite history”, the campaign combines strong aesthetic, emotional and ethical components, advocating for a paradigm shift in an industry marked by overproduction. In one of the central moments of the narrative, the campaign questions whether it is sustainable to continue producing billions of pairs of shoes every year, mostly in Asia, presenting Portugal as an alternative based on quality, durability and environmental responsibility.
Actress Isabel Abreu takes on the leading role in the campaign, embodying a message that calls for authenticity, environmental awareness and the appreciation of products made to last. The campaign has been widely promoted in international markets and has been highlighted as an example of the new creative language associated with the Portuguese footwear sector.
The BioShoes4All project, which frames the campaign, is considered the largest-ever investment by the Portuguese footwear industry. Led by APICCAPS and the Portuguese Footwear Technology Centre, it involves around 70 partners and an investment of more than €70 million, focused on the transition towards a sustainable and circular bioeconomy.
Structured around five major pillars (biomaterials, eco-friendly footwear, circular economy, advanced production technologies, and training and promotion), the project aims to accelerate innovation in the sector through the development of new materials, more sustainable production processes, and traceability and recycling solutions.
In recent months, BioShoes4All has presented several concrete results, including new sustainable products developed from waste materials such as olive pits, orange peels, coffee grounds and vineyard by-products. The goal is to reduce the sector’s environmental footprint and strengthen the international positioning of Portuguese footwear in higher added-value segments.
The distinction now awarded by The One Club is therefore seen "as an important recognition of the creativity, strategic vision and innovation capacity of the Portuguese footwear industry,” says Cláudia Pinto. More than promoting products, the Portuguese campaign conveys an idea of the future: a more sustainable, conscious industry prepared to respond to new global challenges.
Promoted by APICCAPS, the campaign is part of the internationalisation strategy of the Portuguese Shoes brand, directed by Frederico Martins (bronze medal in the Video – Cinematography category), and aims to raise consumer awareness about the need to rethink current production and consumption models in the fashion and footwear industry.
According to Cláudia Pinto, Communications Director at APICCAPS, "this recognition reinforces the growing international visibility of the Portuguese footwear industry, not only for the quality of its products, but also for its ability to communicate values associated with sustainability and conscious consumption.”
Frederico Martins believes that "this award recognises not only the courage of the industry, which chose to communicate values, awareness and a vision for the future, but also the teamwork that, through creativity, transforms all these messages into action.”
Under the motto "The time to rewrite history”, the campaign combines strong aesthetic, emotional and ethical components, advocating for a paradigm shift in an industry marked by overproduction. In one of the central moments of the narrative, the campaign questions whether it is sustainable to continue producing billions of pairs of shoes every year, mostly in Asia, presenting Portugal as an alternative based on quality, durability and environmental responsibility.
Actress Isabel Abreu takes on the leading role in the campaign, embodying a message that calls for authenticity, environmental awareness and the appreciation of products made to last. The campaign has been widely promoted in international markets and has been highlighted as an example of the new creative language associated with the Portuguese footwear sector.
The BioShoes4All project, which frames the campaign, is considered the largest-ever investment by the Portuguese footwear industry. Led by APICCAPS and the Portuguese Footwear Technology Centre, it involves around 70 partners and an investment of more than €70 million, focused on the transition towards a sustainable and circular bioeconomy.
Structured around five major pillars (biomaterials, eco-friendly footwear, circular economy, advanced production technologies, and training and promotion), the project aims to accelerate innovation in the sector through the development of new materials, more sustainable production processes, and traceability and recycling solutions.
In recent months, BioShoes4All has presented several concrete results, including new sustainable products developed from waste materials such as olive pits, orange peels, coffee grounds and vineyard by-products. The goal is to reduce the sector’s environmental footprint and strengthen the international positioning of Portuguese footwear in higher added-value segments.
The distinction now awarded by The One Club is therefore seen "as an important recognition of the creativity, strategic vision and innovation capacity of the Portuguese footwear industry,” says Cláudia Pinto. More than promoting products, the Portuguese campaign conveys an idea of the future: a more sustainable, conscious industry prepared to respond to new global challenges.