ALDO, international leader in fashion footwear and accessories, is set to debut its Fall 2020 campaign, Step Into Love. Tapping into the universal languages of dance, music and style, the brand hopes to inspire its customers and global community, the #AldoCrew, by encouraging them to have the self-confidence to connect meaningfully with the world around them.
A new creative direction for ALDO, the brand worked with executive creative director, Douglas Bensadoun, along with his team at Studio Bonafide, to ideate the campaign. Director Ezra Hurzitz, celebrity choreographer James Alsop, photographer Sean Thomas, stylist Tracey Nicholson and a dynamic cast of dancers and models then helped bring the campaign and the brand’s founding values to life through each of their visual mediums. The campaign, shot in New York City pre-Covid-19, follows a group of strangers shedding their anxieties and inhibitions to boldly come together. What unfolds is a spontaneous moment of genuine human connection and results in a burst of electrifying and inspired energy.
To kick off the campaign, ALDO will launch its first-ever #StepintoLove TikTok challenge. Starting today through September 1st, consumers from around the world are encouraged to learn and post their #StepintoLove dance video tagging @Aldo_Shoes and using the song Roses (Imanbek Remix) by SAINt JHN. People can share the video on Instagram for a bonus entry. The winner will receive $5,000 in their local currency to put towards an experience of a lifetime, a charity of their choice, or whatever their heart desires. To lead the challenge, ALDO has partnered with TikTok superstars including Nia Sioux, Kalani Brooke, D3Mstreet, Cousin Skeether, Isabella Fonte, Mariah Amato, Gabe De Guzman, Sammy Rickey, and Big Will Simmons.
“Step into Love is about the ability to express your true self. It’s our way of showing our personality, our soul,” said Daianara Grullon Amalfitano, Senior Vice President ALDO Brand. “By setting our story in the backdrop of an ordinary daily commute and turning it into something fun and extraordinary, we get the opportunity to showcase how a group of individuals can confidently express themselves; they step forward, step together, and ultimately find themselves stepping into love. While the conceptualization and video shoot happened prior to COVID-19, the storyline and the uplifting energy strikes us all now with a bolder and deeper meaning. In the story’s conclusion, the inspirational depiction of a choreographed united front is truly a metaphor of the power that comes with connecting on a different level, and of coming together to create change. This is a narrative we have always fostered in our values – and one that we are proud to continue sharing with all of our consumers around the world.”
ALDO’s video-first approach to the campaign is a result of the brand’s audience engaging with and consuming multi-media more than ever before. The dynamic and vibrant essence of the campaign allows viewers to not just observe but to participate in the narrative of the story unfolding. The campaign will live on a dedicated microsite and across brand touch-points for the next 8 months, in-store, online, advertising, out-of-home and social media programs as of Monday, August 10, 2020.
The Step into Love campaign features models and dancers Erin Eliopulos @erineliopulos, Yuhee Yang @yuheeyang, Brit Hay @haybrit, Johnny Rice @whereisjohnnyrice and Reyna Nunez @queendelsol with a very special appearance from ALDO founder, Mr. B.
Follow @aldo_shoes, #StepIntoLove, and #AldoCrew on social media for information and updates.