ENGINEERED FOR ORIGINALITY - Cat Footwear’s artistic campaign for AW20

Seven artists from around the globe have used digital art to interpret Cat Footwear’s ‘Re-powered’ AW20 collection as a follow on from SS20 and their initial launch of the ‘Engineered For Originality’ campaign. With a ‘disrupt’ brief in hand, each artist has authentically shown their take on the brand, telling the story of the innovative footwear while encouraging consumers to stay true to their own unique style.

Digital and social media was asked to be at the forefront of the artists minds when creating this series, encouraging digital artistry. A range of CGI, graphics and augmented reality has been used to create the campaign. It is refreshing to see unique takes and captivating ways of capturing a collection, especially as digital art is growing within the industry. The images feel fresh, unseen and unarguably contemporary.

20200912_CH_DSTNGR_CATFOOTWEAR_IMAGE 3.jpg

20200912_CH_DSTNGR_CATFOOTWEAR_IMAGE 4.jpg

This campaign gives a platform for each artist’s own style and aesthetic. The freedom of the creator links directly to the scale and diversity of Cat Footwear’s Re-Powered global community. The power was given directly to the taste maker, the consumer who takes the brands ethos and gives it it’s personal style. Gemma Little, Cat Footwear’s International Brand Marketing Manager says, “this approach not only makes sense for the time we are living in but it perfectly aligns to the ethos of Re-Powered and sits at the forefront of content trend.”

Cat Footwear is a leader in creative launches and activations linking directly to their consumer. They previously launched their Raider Sport silhouette on Depop, together with charity sample sales raising money for the COVID-19 response fund and the Black Lives Matter movement, the brand is ever conscious of the consumer and effortlessly blends into their lives.