The latest campaign from M&C Saatchi Milan introduces Penélope Cruz as the new face of Geox.
The new Fall Winter '23/'24 campaign celebrates a day in Penélope’s life by displaying the many ways of being a woman: through a walk in the streets of her city, during an afternoon in the park, and at the movies on a magical winter evening.
Penélope's image in all these situations is that of a casual and spontaneous woman, who faces life with determination and self-confidence. A dynamic woman, who chooses versatile and comfortable garments and footwear, without ever giving up her cool style.
“Penélope Cruz is the new chapter in this story that we have been writing with Geox for a few years now. She is not just an ambassador, but the perfect match between beauty and authenticity. In the campaign we don't see her acting because what we wanted to show is her truest side, that of a confident, gritty, sensual and elegant woman." says Carlo Noseda, CEO & Founder of M&C Saatchi.
A tribute to the feminine world and an invitation to always feel the best version of ourselves. The campaign successfully shows the wide variety of products and versatility that Geox can offer: from sneakers to heels that allow us to feel good in every moment of our daily life.
A campaign that also owes its elegant cinematic flavour to a collaboration with an emerging and talented New York-based photographer, Gray Sorrenti: with her dedication to storytelling, she has broken down the boundaries between artist and subject by capturing authentic moments.
“Geox aims to grow in the women's segment at an over proportional speed. We have therefore embarked on a new path of engagement in the way we communicate and with the female audience. Having Penélope Cruz as Global Ambassador is both a confirmation of the good work done on the Brand in recent years, and a great impetus towards the ambitious equity and business goals we have set ourselves” states Roberto Lobetti Bodoni, Global Chief Marketing Officer of Geox.
The campaign is signed by M&C Saatchi, produced by Utopia and shot entirely in Madrid. The shots, taken by Gray Sorrenti, work synergistically with the TV commercial produced and edited by the Utopia production company.
The campaign works in a coordinated way in TV, print, billboard, digital and social channels, reaching also the brand's points of sale.