After the award-winning success of the last edition, the #micamtales communication campaign, the Micam fairy tales September 2021, the international footwear exhibition scheduled at Fiera Milano from 19 to 21 September next, continues with “Micam Glass Slipper”.
In particular, the story chosen to frame this special moment, of strong energy in the post-pandemic footwear sector, focuses on the famous crystal slipper. The creative direction of the campaign is by MM Company, with the accounting of Laureri Associates.
The universe of Glass Slipper, just as happened with the previous “Micam in Wonderland”, will accompany visitors for the next 3 editions of the fair, telling as many moments in history.
In September (Spring / Summer) the first chapter “Glamorous disaster” will show the protagonist’s vain attempt to create a look for herself for the prince’s grand ball. In February 2022 (Autumn / Winter) the second chapter “the enchanted gown”. Finally, in September 2022 (Spring / Summer) the third chapter “the Ball”, when the fairy tale will culminate with the dance and the loss of the iconic crystal slipper.
The shots of the Micam September 2021 campaign are by photographer Fabrizio Scarpa, accompanied by a short film for each chapter directed by Daniele Scarpa.
Three moments of increasing intensity, which symbolize the course of creativity: first you try to create something, sometimes making mistakes, then you get a perfect result, to show it off at the most coveted moment.
The president of the event, Siro Badon, underlined in a note: “In a scenario in which the desire to leave again and return to dreaming is fundamental, the choice fell on one of the most famous fairy tales, for the messages of hope that it contains in self”.
The first flight
“Glamorous disaster“, the first chapter that will accompany the September edition of Micam September 2021, shows the protagonist’s attempt to create her own dance look, which will however culminate in an ironic “glamorous disaster”.
How disastrous last year was also due to the pandemic that hit the footwear sector hard. However, the resilience and stubbornness that distinguishes the master shoemakers allowed us to look to the future with optimism. Great attention has been given to the story, which will immerse the audience in a precious succession of looks created by prominent international talents.
“Glamorous disaster” will also live inside the physical salon, where a special exhibit-experience inspired by the theme will be set up. An example of communication integration that increasingly accompanies the Micam world through all communication platforms: physical salon, digital salon, social, website, traditional and digital media.