Salamander Steps Into the Future with a New Brand Campaign

Salamander, the iconic German footwear brand, is now live with its new brand campaign “Zum Tragen bestimmt," across Germany and Austria. 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. Salamander highlights the everyday moments when its shoes shine, emphasising 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," explained 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. "The great thing about this project is that step by step, we were able to gain the client's trust to bring the brand into 2025," said Manuel. "We have been able to work comprehensively on the brand, from the brand strategy, media, and brand identity to the final assets."

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," shared 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.