The international Portuguese footwear industry campaign, "Time to Rewrite History"—developed under the BioShoes4All project - has been recognised at The One Club for Creativity awards.
Promoted by APICCAPS, the campaign is part of the internationalisation strategy for the Portuguese Shoes brand. Directed by Frederico Martins, who secured a bronze medal in the video category for Best Cinematography, the campaign aims to raise consumer awareness about the need to rethink current production and consumption models within the fashion and footwear industry.
Under the tagline "The time to rewrite history", the campaign features a strong aesthetic, emotional, and ethical component, advocating for a paradigm shift in an industry characterised by overproduction. A central element of the narrative questions whether it is sustainable to continue producing billions of pairs of shoes each year, mostly in Asia, while championing Portugal as an alternative rooted in quality, durability, and environmental responsibility.
