CHALLENGE
Create a campaign that compels the target audience to consider TOMS Shoes and help needy children rather than choosing another brand.
Create a campaign that compels the target audience to consider TOMS Shoes and help needy children rather than choosing another brand.
OUR IDEA
This campaign calls on the target audience to experience what these needy, barefoot children feel emotionally and physically so that they give them the gift of shoes.
This campaign calls on the target audience to experience what these needy, barefoot children feel emotionally and physically so that they give them the gift of shoes.
INTERACTIVE PRINT AD
Making use of the uncomfortable surfaces throughout the city gives the audience an idea of what needy, barefoot children walk on everyday.
These ads contain real textures the audience can place on the floor and step on or feel. It gives them an idea of what needy, barefoot children walk on everyday.
These ads contain real textures the audience can place on the floor and step on or feel. It gives them an idea of what needy, barefoot children walk on everyday.
AMBIENT ADS
Making use of the uncomfortable surfaces throughout the city gives the audience an idea of what needy, barefoot children walk on everyday.
Making use of the uncomfortable surfaces throughout the city gives the audience an idea of what needy, barefoot children walk on everyday.
Making use of the uncomfortable surfaces throughout the city gives the audience an idea of what needy, barefoot children walk on everyday.
Making use of the uncomfortable surfaces throughout the city gives the audience an idea of what needy, barefoot children walk on everyday.
Making use of the uncomfortable surfaces throughout the city gives the audience an idea of what needy, barefoot children walk on everyday.
Making use of the uncomfortable surfaces throughout the city gives the audience an idea of what needy, barefoot children walk on everyday.
POINT OF PURCHASE
Floor decals that resemble the textures of what these needy, barefoot children might step on everyday are placed in stores that carry TOMS shoes.
Floor decals that resemble the textures of what these needy, barefoot children might step on everyday are placed in stores that carry TOMS shoes.
STUNT
This stunt features a wheel with a texture that people can walk and roll around in. It asks participants to “break the cycle of shoelessness” that children endure daily.
This stunt features a wheel with a texture that people can walk and roll around in. It asks participants to “break the cycle of shoelessness” that children endure daily.
SHOEBOX MAILER
On the lid of TOMS’ shoeboxes, a detachable card allows the consumer to vote where the next shoe drop will take place. It automatically enters them in a contest with a chance to go on an all expenses paid trip to a shoe drop location to give shoes to kids in person.
On the lid of TOMS’ shoeboxes, a detachable card allows the consumer to vote where the next shoe drop will take place. It automatically enters them in a contest with a chance to go on an all expenses paid trip to a shoe drop location to give shoes to kids in person.
BLOG
It serves as the place where viewers can read entries written by the winner of the trip as they travel around the world donating shoes. Blog posts can be shared via Facebook and Twitter.
It serves as the place where viewers can read entries written by the winner of the trip as they travel around the world donating shoes. Blog posts can be shared via Facebook and Twitter.
It serves as the place where viewers can read entries written by the winner of the trip as they travel around the world donating shoes. Blog posts can be shared via Facebook and Twitter.
