Novo Shoes - Wanderlust Spring/Summer Campaign
With over 100 stores across Australia and New Zealand, Novo Shoes has been a leader in women’s footwear since 2002. When the brand set out to refresh its look and appeal to a younger demographic, they turned to Head On. With over a decade of experience in the footwear category, we were engaged to drive the creative direction, content, and execution of their Spring/Summer campaign.
Novo required a campaign that could scale across thousands of print assets and deliver multi-platform content for web, social, video, advertising, and in-store displays. The challenge was to develop a content plan that not only met these diverse needs but also aligned with the brand’s refreshed positioning and spoke directly to their evolving audience.
We developed the Wanderlust Spring/Summer Campaign, brought to life through a two-day shoot in Byron Bay. Our crew captured:
- High-end imagery for in-store displays and outdoor activations
- Over 200 snackable social media assets
- Behind-the-scenes content to extend campaign storytelling
- 15 versatile video pieces tailored for advertising, web, social, and in-store use
The campaign was carefully designed to provide Novo with a library of adaptable content that could live across every channel for months, while also presenting a fresh, aspirational look and feel.
The Wanderlust campaign delivered at scale, with:
- 1,000+ print assets rolled out across 175 stores in Australia and New Zealand
- 200+ social media images fuelling months of content across Instagram, Facebook, and paid digital campaigns
- 15 video assets driving in-store displays, digital advertising, and online campaigns
Beyond the numbers, the campaign gave Novo a new visual language that reintroduced the brand to a younger market while reinforcing its position as a category leader.
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