Fully integrated advertising campaign

 About Campbell Mithun With a 75-year legacy as a national agency, Campbell Mithun provides its clients with "Everything Talks" integrated communications solutions built around a big Pioneering Brand Idea.     

About Famous Footwear Famous Footwear is part of the Brown Shoe Company (NYSE: BWS), the leading consumer-driven footwear company in the country. 

Brown Shoe has been making and selling shoes for over 130 years, and along with exclusive brand partners including Naturalizer, LifeStride, Carlos by Carlos Santana, Franco Sarto, Etienne Aigner, Dr. Scholl's, Nickels Soft and Buster Brown, they pride themselves on quality and excellent service.

Minneapolis-based advertising agency, Campbell Mithun asks that very question in its new multifaceted and company, the campaign marks the first time in the Famous Footwear brand`s history to employ a campaign incorporating all media to tell one cohesive story that goes beyond selling shoes to selling an experience.   
Television and still imagery was shot by renowned director and photographer, Peggy Sirota. The new campaign consists of television, radio, online videos, in store POS and collateral and user-generated content with a heavy online component including e-mail blasts as well as interaction with social networking sites.  
 "Make Today Famous is Famous Footwear's call for everyone to make the most of each day," said Robert Clifton Jr., creative director at Campbell Mithun. "We have truly made Everything Talk to remind consumers that shoes not only change the way you look, the right pair can change the way you think, act and feel."   
The campaign recognizes the role shoes play in the consumer`s lives by reminding them that beyond function, shoes can make you feel carefree to powerful and everything in between, emphasizing how Famous Footwear can help make life's moments famous. Beyond fashion and emotion, the overarching message highlights Famous Footwear's value proposition of delivering "Famous" brands without spending a fortune.   
Launching July 13, the campaign expresses the very soul of the brand via a wide mix of touch points. Each message strategically tailored to promote the notion that each day, hour, minute and moment holds the promise of a chance to "Make Today Famous." On a personal level, a user-generated video that lives on www.famousfootwear.com as well as other social networking sites like YouTube, Facebook and Twitter asks people on the street "if you could do anything to Make Today Famous what would it be?" and then invites consumers to join the movement by uploading their own aspirations for making today famous.   
"We wanted to contemporize the Famous Footwear brand experience to challenge perceptions and create an emotional as well as rational connection with the audience. Hopefully creating droves of new customers in the process," said Jonathan Hoffman, president and chief creative officer at Campbell Mithun. "Make Today Famous demonstrates the power of making Everything Talk for a brand, which can only be accomplished in true partnership with a client, which is what we`re lucky enough to have with Famous Footwear. The campaign idea speaks to the customer at every point of engagement, in a singular differentiating voice."   For the past two years, Campbell Mithun has made Everything Talk for Famous Footwear by generating pioneering brand ideas like Make Today Famous. For more information please visit www.famousfootwear.com and www.cmithun.com.