Humanic Brings Joyful Living to Austrian Fashion Retail in 2017
Humanic's 'Enjoy life and style' campaign is a single-asset digital film produced for the Spring–Summer 2017 season in Austria, created by Vienna agency Agency 4e7, positioning the footwear retailer's seasonal collection around aspirational everyday living rather than product specification.
Humanic launched the campaign in March 2017, timing its release to coincide with the opening of the spring–summer retail window across the Austrian market. The campaign was classified under the retail services category and distributed through digital channels, reaching Austrian consumers at the moment seasonal shopping intent begins to build. According to Clapboard's editorial archive, the campaign comprises a single media asset — a focused creative decision that concentrates audience attention rather than dispersing it across a multi-execution suite.
In Austria, Humanic occupies a distinct position as a long-established footwear and accessories retailer with national recognition built across decades of advertising. The brand's advertising history includes one of Austrian commercial television's most celebrated platforms — the 'Franz' campaign, which ran from 1969 to 1995, producing an estimated fifty to seventy television spots and achieving reported brand awareness of approximately 98 percent, according to austria-forum.org. The 2017 digital campaign does not revive that platform but instead reflects the repositioning the brand undertook in the years following 1995, as documented by Ots At. 'Enjoy life and style' extends that post-Franz creative direction, aligning the brand with aspirational fashion imagery, footwear presentation, and what Agency 4e7 describes as joyful experiences. The campaign's language — its title functioning simultaneously as a brand promise and a seasonal invitation — signals a retail strategy built on emotional identification rather than price or range.
Agency 4e7 built the 'Enjoy life and style' campaign on a consumer insight specific to the Austrian spring–summer retail cycle: that footwear purchase decisions in this season are driven as much by mood and personal identity as by functional need.
The strategic rationale positions Humanic not as a category vendor but as a curator of lifestyle moments, with the Spring–Summer 2017 collection serving as the entry point into a broader aspirational world. This approach reflects broader dynamics in the global footwear market: the market was estimated at US$246.07 billion in 2017, according to slideshare.net, with non-athletic and fashion footwear representing a dominant segment. In the Austrian context, where Humanic competes against international volume retailers such as Deichmann — which operates an extensive network of low-price footwear outlets across Central Europe — and global apparel-adjacent brands such as Adidas, which maintains a strong retail and digital presence in Austria, according to introspectivemarketresearch.com, a pure price or range argument offers limited differentiation. Agency 4e7's strategic answer is to compete on feeling. By centering the digital campaign on joyful experience and everyday style rather than specific product attributes, the agency gives the Austrian consumer a reason to choose Humanic that operates above the category's price and selection conversation. The decision to execute this strategy through a single, high-quality digital asset rather than a dispersed multi-channel campaign concentrates production value and creative coherence, reinforcing the aspirational positioning the brand needs to maintain credibility against both affordable mass competitors and premium international fashion labels active in Austria.
Film director Peter Johan Granqvist led the visual execution of 'Enjoy life and style', working from a creative framework established by creative directors Alex Schönburg and Selma Schönburg at Agency 4e7 in Vienna.
The campaign's single media asset takes the form of a fashion film — a format that privileges atmosphere, movement, and aesthetic coherence over narrative plot. Director of photography Lukas Swatek handled the cinematographic approach, shaping the visual language through which Humanic's Spring–Summer 2017 footwear collection is presented to an Austrian digital audience. Art director Jon Ladron de Guevara contributed the spatial and compositional logic of the piece, while stylist Lynn Schmidt brought the on-screen fashion context together, ensuring that footwear sat naturally within a curated lifestyle world rather than appearing isolated as product demonstration. Producer Sylvia Ahrens oversaw the physical production, and the music was composed by Alex Schönburg and Enrico Coromines — a detail of particular commercial significance, given that Agency 4e7 reports the Humanic campaign soundtrack achieved notable traction in Austria following the campaign's release, as documented by 4e7media.com. The use of an original commissioned score rather than licensed music reflects a commitment to creative ownership and brand distinctiveness across every element of the film. Taken together, the production credits represent a Vienna-based creative infrastructure operating at a standard consistent with international fashion film conventions, applying those conventions to a domestic Austrian retail brief. The campaign's creative positioning — aspirational fashion, footwear, and joyful everyday experiences — is made coherent by the alignment between direction, photography, art direction, styling, and original music working within a single unified asset.
No verified third-party performance data for the 'Enjoy life and style' campaign is publicly available in terms of reach figures, conversion rates, or documented sales impact attributable to the March 2017 digital release in Austria.
Structural analysis, however, offers a meaningful alternative basis for assessment. The campaign earns a Clapboard Score of 59 out of 100, reflecting competent execution across creative craft and brand alignment, while indicating room for greater strategic ambition or measurable market differentiation. The decision to concentrate investment in a single high-production digital asset is strategically sound for a brand operating in Austria's competitive footwear retail environment, where visual credibility and aspirational positioning are genuine differentiators against volume competitors. The fashion film format — deployed for the Spring–Summer 2017 season — is appropriate to Humanic's brand register and consistent with how premium-adjacent fashion retailers communicate across European digital markets. The original soundtrack, as noted by Agency 4e7 via 4e7media.com, represents a potentially significant earned-media lever if the music achieved independent traction with Austrian audiences, extending campaign value beyond paid digital distribution. What the campaign does not do, on the evidence available, is push Humanic's creative voice into genuinely new territory — the 'enjoy life and style' positioning, while emotionally resonant, operates within established conventions for aspirational European fashion retail communication. The campaign functions effectively as seasonal brand maintenance and collection launch activity, with creative craft sufficient to support the brand's positioning in the Austrian market without substantially redefining it.
Humanic's 'Enjoy life and style' is a single-asset digital fashion film launched in Austria in March 2017. Created by Vienna agency Agency 4e7, it positions the brand's Spring–Summer 2017 footwear collection within an aspirational everyday lifestyle narrative, targeting Austrian consumers during the peak spring retail window.
Agency 4e7, based in Vienna, Austria, created the campaign. The agency team included creative directors Alex Schönburg and Selma Schönburg, art director Jon Ladron de Guevara, producer Sylvia Ahrens, and film director Peter Johan Granqvist, with music composed by Alex Schönburg and Enrico Coromines, according to Clapboard's archive.
Humanic distributed the campaign exclusively through digital channels in Austria. The campaign comprised one media asset — a fashion film — rather than a multi-execution suite, concentrating production value and creative attention within a single high-quality piece suited to digital audience viewing, according to Clapboard's editorial record.
The 2017 campaign reflects Humanic's post-1995 brand repositioning. The brand's earlier 'Franz' platform ran from 1969 to 1995, producing an estimated fifty to seventy television spots and achieving reported awareness of approximately 98 percent in Austria, according to austria-forum.org. 'Enjoy life and style' continues the lifestyle-oriented direction established after that era.
Humanic's 'Enjoy life and style' campaign received a Clapboard Score of 59 out of 100. The score reflects competent creative craft and strong brand alignment for the Austrian retail services context, while indicating the campaign operates within established conventions for aspirational European fashion communication rather than redefining them.
Peter Johan Granqvist directed the Humanic digital film for the Spring–Summer 2017 season in Austria. Director of photography Lukas Swatek led the cinematographic work, while stylist Lynn Schmidt handled the on-screen fashion context, all operating under the creative direction of Alex Schönburg and Selma Schönburg at Agency 4e7.
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