NOWANA
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Details
With NOWANA, Tamaris is launching a sporty light sneaker on the market that testifies to a new identity for the popular women’s shoe brand while at the same time bearing its unmistakable feminine signature. The international launch is accompanied by a unique campaign in the history of the brand, which dominates all touchpoints in spring/summer 2025 – including attention-grabbing out-of-home advertising and cinema spots. For the first time, the Tamaris campaign uses a ‘hero’ to tell a feature-based story with a bold new visual language. An important milestone in Tamaris’ strategic orientation.
The Jury‘s Statement
Tamaris demonstrates with the launch of the sporty light sneaker NOWANA how strategic brand work and design precision can harmoniously converge. The campaign captivates with a thoroughly considered multi-channel strategy that skillfully and strikingly highlights the product’s functional and aesthetic qualities. With bold visuals and a clear, feature-based narrative, a new chapter for the brand is heralded, elegantly advancing its feminine identity. A thoroughly impressive project that sets benchmarks in cross-channel brand communication.
