People should judge a man by his shoes, according to Banc's latest
campaign for the fashion shoe brand Base London.
The print campaign, which will run from the end of September until the
end of 2002, aims to position Base as the market leader in the men's
formal and semi-formal fashion shoe market.
The campaign, which includes four executions, satirises the notion that
first impressions count. Each spot features the silhouette of a man
whose body is made up of words deriding the kind of measures normally
used to judge a man. These include "You can't judge the size of a man's
packet by the size of his nose" and "A few tattoos don't make you an
Occasional words appear in red and when put together read "Judge a man
by his" leading to his Base shoes.
The typographer is Dave Jenner. The work, written by Glenn Smith and art
directed by Craig Smith, will run in the men's style press. Media
planning and buying is by Base.