Bata is the world’s leading footwear company, present in nearly 70 countries across five continents. In each market, the brand has long been perceived as local, resulting in highly fragmented communication styles.
In 2016, Bata partnered with McCann Prague on an ambitious, long-term challenge: to create a centralized advertising concept scalable across 67 autonomous markets with diverse cultures, religions, habits, and tastes. The question was simple but complex in execution – how do you create something that feels bold and sexy in Italy, yet remains respectful to traditions in Indonesia?
Over five years of close collaboration between client, agency, and production, we developed the concept “Me & Comfortable With It.” It celebrated diversity by portraying people of different backgrounds, ages, and appearances as unconventional fashion models. Over time, the platform evolved to feature authentic, real-life stories, turning a global campaign into a relatable and locally resonant narrative.
Client: Bata international
Agency: McCann Prague
Production company: Creative Embassy
Photographer: Pavel Hejný
Director of Photography: Igor Zacharov
Art Director: Lenka Sobotková
Account Director: Laura Piwowarczik Havlová