D&AD New Blood: TOMS BRIEF
Aim Inspire a new wave of consumers, 16-24 year olds, to believe that when you buy TOMS, your purchases can have a purpose.
Response Emphasise that when you buy TOMS you buy quality and simultaneously give quality. Therefore, encouraging people to become part of a pro-active giving movement.
Sponsored Instagram
People need nudging to join the TOMS movement. Many are unaware that TOMS give and sell a range of products. They assume TOMS are just a shoe retailers. Thus, the imagery flexes across all TOMS products.
In Store Point of Sale
Shoe boxes stack modularly so that the campaign message, ‘Give as good as you Get’ can be read.
The square box ends act as platforms for shoes to be placed on in the display.
Lenticular Advertising
Imagery changes as walk past the billboard, demonstrating how your purchase can give, through your actions.
This works in both directions.
