A program for encouraging exports of Brazil made shoes called Brazilian Footwear, is going to hold a foreign campaign in the coming months to promote national shoes. The leading mote of the campaign is going to be "footwear made 'of' Brazil." The idea is to link products made in the country to positive elements in Brazilian culture that are already known on a global level.
The campaign was created by agency SPR, based in the city of Novo Hamburgo, in the state of Rio Grande do Sul. A stylized shoe shaped after the Brazilian flag is going to be used as an icon, according to the director at SPR, Juliano Henneman.
The logo brand of Brazilian Footwear is going to be used in the campaign. It will feature in images that praise Brazil in different ways and highlight features of national footwear, such as quality and design.
Graphic resources used in the advertising pieces link the shoe directly to the magic that involves Brazil, including its natural beauties, art, history and, above all, the strong concept of collectiveness.
"Brazil is a country that surpasses individualism, and life happens by means of relationships, the connections between people and their culture," Henneman explains. The images of the campaign make an instant association between the product and its origin.
Companies affiliated with the Brazilian Footwear will be able to use the images as elements of their own adverts, according to information supplied by the Brazilian Association of Shoe Manufacturers (Abicalçados), which promotes the Brazilian Footwear in partnership with the Brazilian Export and Investment Promotion Agency (Apex-Brazil) and footwear sector unions.
The campaign should help boost Brazilian exports in the sector. In the first half of this year, Brazil shipped 89.4 million pairs to the foreign market, representing a decrease of 2% over the same period in 2007.
Revenues from foreign sales, in turn, grew 1.5% to reach US$ 951.1 million, as against US$ 936.9 million recorded from January to June last year.