Calzedonia - Embracing Personal Progress Beyond Stereotypes | Clapboard

Every step is a step forward

Description

Every Step is a Step Forward, launched by Calzedonia in October 2023 and created by ad agency LePub, is a thought-provoking film campaign that challenges conventional notions of progress and fulfillment within the fashion industry. Rooted deeply in the brand's core values of comfort and authenticity, this campaign redefines what it means to move forward in life, confronting societal pressures that impose rigid goals and archetypes, especially on women. Rather than adhering to stereotypical pathways, Calzedonia positions itself as a true ally of women by celebrating every choice as a form of progress—whether it entails stepping back, making a U-turn, or reevaluating priorities. Forward, in this context, is reframed as any direction that aligns with one’s genuine desires and aspirations. This refreshing perspective encourages women to embrace their individuality and trust their own instincts, breaking free from predefined frameworks to achieve personal fulfillment. By leading this new cultural dialogue, Calzedonia underscores the power and validity of personal journeys and diverse life paths, highlighting that there is no singular way to succeed or advance. The campaign’s integrated TV and digital presence, airing across Italy and major European countries starting October 22, 2023, amplifies this message to a broad audience, inviting women everywhere to recognize and honor their unique strengths and decisions. Through this film, Calzedonia not only reinforces its role as a fashion icon but also as a champion of authenticity, empowerment, and meaningful progress on one’s own terms.

Credits

Client

Calzedonia, Cecilia Mazzà

Agency

LePub

Chief Creative Officer

Cristiana Boccassini, Mihnea Gheorghiu

Creative Director

Nicoletta Zanterino, Cinzia Caccia

Copywriter

Federico Lommi

Art Director

Thomas Aito

Strategic Planner

Francesca Zedde, Roberta Remigi, Juliette Vignolet, Filippo Riccardi

Social Media Analyst

Alberto Mura

Head Of Client Services

Giada Salerno

Account Management

Beatrice Pagliughi, Carlotta Grimi, Erika Zanchi

Global Head Of Pr And Communication

Isabella Cecconi

Senior Digital Pr Manager

Carol Verde

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Campaign Proposition

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