Strength & Superwomen Fall 2019 Ad Campaign by General Idea
American footwear house Stuart Weitzman and ad agency General Idea has been playing the long game this season teasing out short bursts of a tiered campaign rather than unveiling it all at once. Outside of the core talent of Kendall Jenner and thread of consistent art direction, the tie that binds the three-parter #SW campaign together is one of empowerment.
Scene I: #SWDANCE debuted in early September and underscored the art of movement, portraying the energy and resilience of women as Kendall joined a dance troupe. Here in follow-up scenes, the campaign unfolds while introducing dancer extraordinaire Lil Buck.
Scene II: #SWSTRENGTH took this message of empowerment a step further by highlighting how both women and men feel confident to dance through any challenge using a rope in a tug-of-war metaphore. For the campaign finale, Scene III: #SWSUPERWOMEN reinforces both concepts while expressing how SW boots equip those who wear them to be the heroes of their own lives, conquering daily battles fearlessly and flawlessly.
The power of women is a thread that runs throughout the campaign by photographer and director Charlotte Wales. Credit goes to choreographer Danielle Polanco who helped to bring the campaign a twist and kick. In addition, rapper DDG’s hit “Run It Up (Feat. YBN Nahmir)” is the featured soundtrack across the campaign, a song he says he wrote to empower and support women.
The campaign is a positive example of maintaining a sense of sexuality in today’s politically correct climate while championing empowerment which will ultimately lead Stuart Weitzman to the one thing that matters beyond providing supportive heeled shoes for strong women, strong sales.
Agency | General Idea Creative Director | Semjon Doenhoff Photographer/Director | Charlotte Wales Models | Kendall Jenner, Yang Mi Stylist | Clare Richardson Music | Run It Up by DDG (featuring YBN Nahmir, G Herbo, Blac Youngsta)