Salamander steps into the future with a new brand campaign

This campaign marks a significant transformation for Salamander, as it evolves from a heritage retail brand to a modern direct-to-consumer lifestyle brand while remaining true to its roots.

Developed in collaboration with its creative partner DEPT®, the campaign celebrates the modern, high-quality footwear that complements every outfit and occasion. By narrating the story from the shoe’s perspective, Salamander highlights the everyday moments when its shoes shine, emphasizing their unmatched versatility and comfort.

Inspired by genuine, slice-of-life moments, the campaign aims to connect emotionally with Salamander’s diverse audience. “We wanted to focus on authentic emotions and situations to build trust with the audience,” explains Manuel Di Tolve, Creative Director at DEPT®. “Our strategy is a tribute to the versatility and comfort that Salamander offers.”

The campaign is the result of a collaborative team effort across DEPT®’s EMEA region. Shot in the picturesque settings of Cape Town, the campaign captures the essence of Salamander shoes in their natural habitat—on feet, in use. Director Marc Puig Biel and photographer Nua Gali worked to create a visually stunning narrative that balances authenticity with aesthetic appeal.

In a nod to film enthusiasts, all footage was shot with a Panavision Ultra Speed lens, with digital files scanned onto 35mm to achieve a cinematic effect.

For many Germans, Salamander is a nostalgic brand, and this campaign aims to resonate with Salamander lovers from the past, present, and future. “Translating the essence of Salamander into the present and playing such a major role in the relaunch felt very special to our team,” shares Tina Blech, Creative Director at DEPT®.

The campaign is rolling out across social media and digital out-of-home advertising in Germany’s key cities.