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Liberty ‘Cooler’ makes sandals uber cool

The challenge for creative agency D&H Blurb was to change the perception of sandals among the youth – from dull and boring to cool and trendy

BestMediaInfo Bureau | Mumbai | June 9, 2014

Liberty-TVC Click on the image to watch the TVC.

The first impression which all of us have of men’s sandals is that they are boring. But no longer so, thanks to Liberty Footwear’s ‘Cooler’ range. These sandals which are available in slip-ons, sporty sandals, thongs and front-closed designs, give the feet a cool and trendy look.

A new television campaign has been created by creative agency D&H Blurb with the tagline is ‘Breeze through every day’. In this weather, when the heat is taking a toll, ‘Cooler’ promises to keep the scorching heat at bay and make the feet look uber cool in bright summer hues.

The TVC shows the story of a stylish young man who slips in to a different pair of Coolers as his day progresses from home, to work, to an evening out. He breezes through the entire day in style and with ease. The styling is very suave and the whole film has been directed to showcase different looks fit for different purpose.

Nancy Bhasin, Account Planner, D&H Blurb, said, “The youth today think sandals are dull, boring and not trendy. The challenge in front of us was to change this perception and make it more acceptable to the youth. Around two and a half months were taken to complete the entire advertisement, from shooting to production.”

Anupam Bansal, Director - Retail, Liberty Group, said, “This year the focus has been on making the brand younger by introducing new designs and colours.”

“Since we managed everything, from conceptualisation to the post production of the film, the main challenge we faced was in direction. Around 20-25 sets were created and they had to be edited to go in sync with the theme of ‘Cooler’. At the moment we have an active integration and are associated with shows like ‘MTV Jhand’ and have taken an active slot in ‘Jhalak Dikhla Ja 7’ on Colours,” added Bhasin.

The TVC:

[youtube]https://www.youtube.com/watch?v=fJ031x4KzaY[/youtube]

Credits:

Creative Agency: D&H Blurb Communication

Chief Creative Officer (Art): Swami Anand Tirth

Chief Creative Officer (Copy): Vaybhav Singh

Account Management:  Anukriti Gupta

Account Planning: Nancy Bhasin

Production house: Maison Talent

Directors: Swami Anand Tirth, Vaybhav Singh

Music Director: Rupert Fernandes

Director of Photography: Shakti Das

Chief Editor: Edmond Majhi

Sarmistha@BestMediaInfo.com

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