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Base London to reclaim lost youth

Men’s footwear brand Base London is returning to its young fashion roots with the launch of an advertising campaign in June. 

The campaign, Live Life, featuring a group of young people crowding onto a sofa, is a departure from Base London’s previous more directional campaign, where one model was shot in a classic style. Live Life will target both the traditional Base London customer and new ones, emphasising its core values of fun and sociability.

Base London creative designer Lee Adams said it had lost touch with these values in its advertising campaigns over the past few seasons.

“Base London has always been known for producing novel and often risqué advertising campaigns,” he said. “With the Live Life campaign we wanted to bring back the brand’s key attributes.”

Danny Willis, director of design consultancy Shoe-IQ, who consulted on the new campaign, added: “We wanted to bring up to date the qualities that made Base London the brand it was.”

The Live Life campaign will be used online, in-store and at trade shows.

The brand hopes it will help drive sales in Australia, the US and Canada, where the brand debuted this year.

Base London has 350 UK stockists including Schuh, Office and Asos

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