Banc's campaign for Base plays on idea of first impressions

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.

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