GOING ONLINE: Geox, which on Friday promoted Giorgio Presca to chief executive officer from the role of chief executive marketing and product development, is breaking new ground in digital advertising.

The Italian footwear company chose the rainiest place on earth, Cherrapunjie, in Northern India, as a setting for its new online advertising campaign.

In order to promote its new Amphibiox range, which includes women’s and men’s breathable and waterproof desert and combat boots, Geox filmed a 30-minute short movie featuring four individuals testing the shoes in Cherrapunjie’s extreme conditions.

Recruited by the Italian footwear company on Facebook, the cast included Swiss photographer Claudia; Andrea, a Venice-based tour guide; Spanish lawyer David, and Rob, an English snowboarder.

The interactive mini film will be available at amphibiox.geox.com.

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