FOR VALENTINE’S DAY 2025, DEICHMANN DECLARES SHOES A PERFECTLY SAFE GIFT.
THE CHALLENGE:
Deichmann thinks about everyone, but not everyone thinks about Deichmann.
For Valentine’s Day, Deichmann asked us to find a way to position the brand as culturally relevant, and to get people talking about THEM around this romantic moment IN TIME.
Insight #1: Valentine’s Day is as much about love as it is about break-ups (it’s actually when a lot of people break up).
Insight #2: There’s a myth (commonly believed in Germany) that claims that it’s bad luck to gift your partner shoes (if you do, they might walk away…)
Taking both insights into account, the overarching message for this campaign was as follows:
This Valentine’s Day, Deichmann officially declares shoes a perfectly safe gift for couples.
THE OUTCOME
We brought in long-time (recently trending) German TV celebrity Harald Glöockler to put this myth to the test, proving that there’s only a problem when you gift the wrong pair of shoes. The story came to life in this hero video on TikTok and Instagram.
For the IRL activation, we conducted and filmed street interviews around the topic with passers-by in Berlin (“What shoe would make you break up?”), and couple challenges (“Can your partner guess your favourite shoe?”). Extensions included a creator series (recommending “break-up shoes”), interactive formats and couples style inspiration content.
and this is What People said
“SKIIINNNNYYYY JEANS FOR REAL”
— OREO Deustchland
“truly marketing at its finest 😂🤌🏻”
— KiK Textilien & Non-Food GmbH
“best ad i’ve ever seen. 💀🙏”
— TikTok user
“WE ARE IN AWE, DARLING”
— Deutsche Telekom