Calzedonia and LePub launch the new 2023 campaign: ‘Every step is a step forward’.

The renown brand has always been an ally of women and is now exploring a new angle on female empowerment.

“They tell us advancing in life is all about moving forward. But what does forward really mean?”. It is with this question that the new Calzedonia commercial starts; not just a campaign, but a true reflection on how society seems to impose pre-defined goals and archetypes to achieve fulfilment.

Calzedonia, icon of comfort and authenticity, reaffirms its role as an ally of women, distancing itself from the stereotypes associated with the female world by offering a different and deeper point of view in its commercial: if made consciously and with conviction, every life choice is a mean of progress. Even if it’s a step back or a U-turn, or if it’s reviewing plans and rethinking priorities. ‘Forward’ in fact can mean any direction, as long as it takes us where we really want to go.

This new dimension, for which the brand takes the lead, expresses the desire to escape from models by focusing on the most individual choices and the need to go beyond all frameworks. The “step” that Calzedonia supports, appeals to the soul of all women inviting them to rely on their own potentials: when it comes to achieving one’s own fulfilment, whichever direction you take is always the right one.

Live from the 22nd of October, the integrated TV and digital campaign will be aired in Italy and all major European countries.

LePub was created by combining the renowned Publicis Italy (“#1 Creative Agency in World” – Adweek 2021, #1 Creative Agency in World” – WARC 2022, “#2 Creative Agency in the World” at Cannes 2021, “Most Effective Ad in the world” – Kantar 2021, “one of the best and bravest agency on the planet” for the Contagious Pioneers ranking 2022) & best-in-class data, media, and technology expertise from across Publicis Groupe.