At first glance, it is easy to see how Camper Shoes are quirky, unique, adaptable,  and offer a range of styles, especially when it comes to their shoes for Kids. This “Back to Camp” shoe campaign for Kids, educates families and their children on these characteristics of Camper Shoes, and why they should purchase a pair, in light of going back to school.

A Chameleon, as an ode to the very first Camper shoe, represents the adaptable and transformative experience the shoes provide: from fashionable options, to more practical shoes made to move. The Chameleon was chosen as one of the main components of the illustrative approach, for its own transformative qualities in real-life.

The Chameleon is placed in and around school related environments, to show the breadth of activities that Camper Shoes are suited for, from soccer, to reading, and everything in between. The mall billboard showcases the shoe, so that people who are unfamiliar with Camper, will understand the product. The mural tells the story of the campaign as a whole, with all the elements coming together, presenting an “eye spy” game of sorts.

With every purchase, a kid receives a notebook which comes with encouraging instructions and stickers, as to how they can also transform their shoe box into their project, by creating a tabletop soccer game, or storage for their school supplies. This also aligns with the Camper principle of sustainability, and teaches kids how to be creative and get in the mood for school