Make Today Famous with Campbell Mithun and Famous Footwear

Campaign marks first time in Famous Footwear`s history to use a fully integrated
advertising campaign to make Everything Talk for their brand
MINNEAPOLIS--(Business Wire)--
If you could do anything to Make Today Famous, what would you do?
Minneapolis-based advertising agency, Campbell Mithun asks that very question in
its new multifaceted and company, the campaign marks the first time in the
Famous Footwear brand`s history to employ a campaign incorporating all media to
tell one cohesive story that goes beyond selling shoes to selling an experience.

Television and still imagery was shot by renowned director and photographer,
Peggy Sirota. The new campaign consists of television, radio, online videos, in
store POS and collateral and user-generated content with a heavy online
component including e-mail blasts as well as interaction with social networking
sites.

"Make Today Famous is Famous Footwear's call for everyone to make the most of
each day," said Robert Clifton Jr., creative director at Campbell Mithun. "We
have truly made Everything Talk to remind consumers that shoes not only change
the way you look, the right pair can change the way you think, act and feel."

The campaign recognizes the role shoes play in the consumer`s lives by reminding
them that beyond function, shoes can make you feel carefree to powerful and
everything in between, emphasizing how Famous Footwear can help make life's
moments famous. Beyond fashion and emotion, the overarching message highlights
Famous Footwear's value proposition of delivering "Famous" brands without
spending a fortune.

Launching July 13, the campaign expresses the very soul of the brand via a wide
mix of touch points. Each message strategically tailored to promote the notion
that each day, hour, minute and moment holds the promise of a chance to "Make
Today Famous." On a personal level, a user-generated video that lives on
www.famousfootwear.com as well as other social networking sites like YouTube,
Facebook and Twitter asks people on the street "if you could do anything to Make
Today Famous what would it be?" and then invites consumers to join the movement
by uploading their own aspirations for making today famous.

"We wanted to contemporize the Famous Footwear brand experience to challenge
perceptions and create an emotional as well as rational connection with the
audience. Hopefully creating droves of new customers in the process," said
Jonathan Hoffman, president and chief creative officer at Campbell Mithun. "Make
Today Famous demonstrates the power of making Everything Talk for a brand, which
can only be accomplished in true partnership with a client, which is what we`re
lucky enough to have with Famous Footwear. The campaign idea speaks to the
customer at every point of engagement, in a singular differentiating voice."

For the past two years, Campbell Mithun has made Everything Talk for Famous
Footwear by generating pioneering brand ideas like Make Today Famous. For more
information please visit www.famousfootwear.com and www.cmithun.com.

About Campbell Mithun
With a 75-year legacy as a national agency, Campbell Mithun provides its clients
with "Everything Talks" integrated communications solutions built around a big
Pioneering Brand Idea. For more information, please visit www.cmithun.com.

About Famous Footwear
Famous Footwear is part of the Brown Shoe Company (NYSE: BWS), the leading
consumer-driven footwear company in the country. Brown Shoe has been making and
selling shoes for over 130 years, and along with exclusive brand partners
including Naturalizer, LifeStride, Carlos by Carlos Santana, Franco Sarto,
Etienne Aigner, Dr. Scholl's, Nickels Soft and Buster Brown, they pride
themselves on quality and excellent service.

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LaBreche
Media Contact:
Elizabeth Odlaug, 612-767-7620
eodlaug@labrechereputations.com

Copyright Business Wire 2009