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Revealing its new creative platform Get Ready, Aldo launches a bold campaign concept
inspired by life’s most special events, inviting the #AldoCrew to live them to the fullest

Montreal, Canada (July 31st, 2018) – Aldo, a global leader in fashion footwear and accessories,
unveils its new creative platform, Get Ready, kicking off with the fall 2018 campaign. Infused with
dynamism and boldness, Get Ready taps into the notion of living life to the fullest, embracing the
excitement and anticipation of life’s most defining events. Aldo’s new integrated worldwide
campaign will live across all brand touch-points along the consumer journey, including advertising,
online, mobile, in-store, out-of-home and social media programs as of August 9th, 2018.

Harkening a new and bold creative direction, the campaign was inspired by the simple yet hopeful
concept of “getting ready”. Aldo aims to bring light to the moments of buildup that precede big and
small life events, celebrating the magical energy born from anticipation. Aldo Mx., the brand’s
sneaker sub-brand, is the featured footwear for the fall campaign and truly shines in this creative.
To bring this concept to life, Aldo sought out the world-class creative agency, Wednesday, alongside
the brand’s Executive Creative Director, Douglas Bensadoun, Photographer, Josh Olins, Set
Designer, Stefan Beckman, and Stylist, Beth Fenton.

For the first campaign under this creative platform, the brand explored the conceptual “jumping
out of a plane”, as a metaphor in getting ready for any major moment in life; a new beginning, the
butterflies, the thrill of it all. “The concept puts forward a playful, surreal universe, showcasing the
most thrilling and exhilarating moment one could think of – jumping off a plane”, says Catherine
Sabourin, Director of Content Development for Aldo. “The idea was to think of something so
exciting, full of energy and pure fun – contextualizing the products in the most unexpected way”.

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The brand’s creative platform was inspired by cultural trends and consumer insights – a practice
influenced by Aldo’s deeply rooted consumer-centric approach to the business. “We know the
people who shop at Aldo believe that what they wear is a reflection of who they are,” says
Daianara Grullon Amalfitano, Senior Vice President for Aldo. “Latest insights have told us how
important preparation is to them and that there is an entire culture around getting ready – from
playlists to articles, to prep-routines. We’ve always been invested in creating personal
experiences, no matter where our consumers shop or interact with the brand. With this campaign,
we strive to connect further with our global community by celebrating these anticipatory moments
with them, being part of their journey”.

Aldo’s campaign direction lays the foundation of a long-term narrative that will evolve over the
course of the next few seasons and years to come. Get Ready will be ignited during key brand
moments, and the storyline behind each campaign will be uniquely revisited.

The fall 2018 campaign features models/influencers Damaris Goddrie (@damarisgoddrie), Geron
Mckinley (@geronmckinley) and Steffy Argelich (@steffyargelich).

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