Italians are often recognized by their hands, by the way they gesture and express themselves. But their needs can be understood from their feet. This insight inspired“Made for Italy”, the new brand positioning campaign created for DEICHMANN, Europe's No. 1 German footwear retailer.

The concept shifts the focus from origin to destination: from Made in Italy to Made for Italy. It captures the Italian spirit in all its everyday moments, from a quick espresso at the bar and catching a flight on the go to weekends filled with long lunches and time spent together. Reinforcing this celebration of Italian lifestyle is the soundtrack, which draws on Rossini's The Barber of Seville to bring rhythm and character to the campaign.

The TV campaign, created by Serviceplan Italy and produced by Make, both agencies of the House of Communication, was directed by William9.

The campaign consists of three 20-second TV commercials launching in September, October and November respectively.

Beyond television, the campaign extends across connected TV, social and digital channels with platform-specific adaptations, as well as in-store communications. POS materials were developed using artificial intelligence, ensuring visual consistency and rapid adaptation across the entire retail network.

With this project, DEICHMANN further strengthens its ability to meet the everyday needs of Italian consumers, accompanying them step by step through daily life.

Creative Agency: Serviceplan Italia
CEO & CCO Serviceplan Italia: Stefania Siani
Managing Director: Ilaria Mosca
Executive Creative Director: Salvatore Giuliana, Giuliana Guizzi
Creative Supervisor: Francesca Beltrami, Alex Fattore
Art Director: Gabriele Omarini
Account Supervisor: Monica Rovaris, Biagio Carrella

Production Agency: Make
Managing Director: Laura Moltrasio, Stefano Costa
Executive Producer: Michela Giordana
Senior Producer: Valentina Mereu
Regia: William9
Direttore della Fotografia: Giacomo Frittelli
Colorist: Danilo Vittori
Master musicale a cura di Fabio Gargiulo
Mix audio: U.s.o. di Matteo Milani 

AI Imagery, Adaptations and Digital Production: Make
Managing Director: Laura Moltrasio, Stefano Costa
Producer: Michela Giordana, Samuela Teli
Creative AI: Alex Mazza, Pietro Napoleone, Andrea Buratto
Production Manager: Carlo Garau
Digital Operation Director: Mauro Ceppi
Digital Production: Matteo Zaccaria
Esecutivisti: Giovanni Cordero, Laura Marazzi