To promote its new Pillow Walk technology, Aldo, in partnership with media agency Mediacom, is using 3D digital signage as part of their fall campaign to invite consumers to its store to try its new more comfortable shoes.

The ads feature models wearing Aldo’s new Pillow Walk line surrounded by pink pillows. The words ‘Pillow Walk” can also be seen in a font that looks like it’s made out of pillows.

The new 3D signs can be seen until Sept. 30 in Toronto’s Yonge Dundas Square, as well as in New York and Los Angeles.

The line – which provides added comfort through a specially formulated foam – is responding both to a pent-up demand for “dressier” fashion following the pandemic, as well as the desire for the focus on comfort to remain. The campaign is also being activated on social media using the “#aldopillowwalk” hashtag.

Daianara Grullon Amalfitano, SVP, Aldo brand, says the campaign focuses on women’s heels – a style that is the most synonymous with being uncomfortable – to subvert expectations. Further to that, the broader campaign also features CGI and 3D elements, a nod to the growing popularity of virtual reality.

“As the Metaverse begins to permeate pop culture, trend-driven brands are adopting some of its aesthetic,” she says. “We used CGI special effects to not only differentiate the content, but to also communicate pillowy comfort in a very clear way to the consumer.”

Aldo also collaborated with media company Branded Cities for this campaign.