The brand had its own language and a clear typology. We needed to concentrate about the place we wanted to fill in the market, and define how we had to introduce us.

We understood that Palladium Boots could seize generic the term "Boot". We suggest the use of the slogan "Boots for All". A shout that invited to leave the set market dominated by the shoe, often misnamed boot. Only Palladium could had that slogan, since all their products are boots.

For later instances during the campaign, we suggested a set of actions that included activations of 1 to 1, product placement, guidelines in traditional media and the development of actions in social networks, going from massive to segmentation, up to custom messages.

As an agency, we provided the idea to go their own way, creating their own image and speech, to be able to differentiate themselves in an increasingly like world.