The people behind the first GUMSHOE campaign.

Different jobs. One recognisable shoe.

The campaign record dated April 2018 names Publicis One’s Leo Burnett, MSL and Publicis agencies. Footwear design and material development appear as separate credits. Understanding those boundaries helps explain how a city message became a tangible product.

Read the original credits

A credit is specific to a contribution

A campaign credit is not automatically an author byline for every page about the shoe. An art director, a footwear designer and a materials specialist contribute different things. New explanations on this website are editorial work; their existence does not mean the original team wrote or approved them.

When sharing the project, identify the particular object you are using. A product photograph needs an image credit. A diagram needs a diagram credit. A material assertion needs the applicable material source. A contributor’s portrait is not evidence that they endorse a new commercial offer.

An attribution worksheet

1. Identify the item: photograph, product design, film, statement or new explanation.
2. Record the credited name and role from the source that contains that item.
3. Retain the source date; separate the original contribution from a later interpretation.
4. Check reuse permission and keep the credit alongside the item.
5. Do not turn a project contributor into the seller or author of unrelated new work.

Example: “Original shoe design — designers named in the campaign record — April 2018.” Add the specific image credit separately when publishing a photograph. This keeps authorship understandable even when a story contains several kinds of work.