Birkenstock and Dan Tobin Smith launch a new creative language for S/S 2017 campaignBirkenstock and Dan Tobin Smith launch a new creative language for S/S 2017 campaign

Birkenstock and Dan Tobin Smith launch a new creative language for S/S 2017 campaign

With the addition of an external team of Art Directors Delerue Roppel, a journey to editorialize Birkenstock begins with the S/S 2017 campaign. A renewed visual language is defined by Dan Tobin Smith – he creates the still life photography for Apple among a list of clients. 

A new layout deletes any unnecessary graphics, allowing for a sole focus on the product and branding that appears exclusively on the product itself. The campaign reflects on the wide appeal of Birkenstock. It will appeal equally to a younger client that has just discovered that the Birkenstock footbed and stylish shoes go together perfectly as well as the traditional client that has been a loyal Birkenstock wearer for many decades. 

A confident, focused approach that sets the tone for a dynamic year ahead. Birkenstock has entered the Bedding / Home category at the furniture fair in Cologne this month, is set to launch an extensive NATURAL CARE cosmetics line later this year and will start to build a global press agency network in all key markets starting February 2017.