Brief Explanation

In celebration of the Philippines’ national Day of Independence, the brand shines a unique light on the famous holiday, straying from the more widely celebrated national heroes and directing focus instead on our everyday heroines.

The Brief

CLN, a classic Philippine shoe brand desires to show their love and appreciation for all the strong and empowering Filipinas that have worn their brand throughout the years.

How the final design was conceived

The heel of the shoe depicts a story of the many independent women literally uplifting themselves and our country with all forms of strength. We see this also symbolized in a woman’s heels carrying the weight of her daily struggles and achievements. Each woman is depicted in tedious detail, representing differing female heroines, whether by occupation, role, or lifestyle. These women, who may be in no way special, are in every way extraordinary. We see their spirit in each of us that chooses to step forward everyday with the belief, “I am a woman, and I am strong.”

Indication of how successful the outcome was in the market

The ad lifted the Filipino women's spirit. The poster generated brand love through in-store feedbacks and mentions in social media. Bringing the brand closer to the heart of its customers and window shoppers.