Through a three-part video series, print ad cover wraps, audio spots, digital ad takeovers and social extensions, the campaign reached over 140 million people worldwide, educating audiences on the important role of footwear in maintaining foot health.
We aimed to show that Birkenstock was not just another fashion brand capitalizing on the 'ugly' shoe trend. Rather, Birkenstock had a higher purpose behind its design; it is 'Ugly for a Reason.'
The ad campaign demonstrated how its shoes are designed for a higher purpose - to complement human anatomy. With striking visuals and insights from distinguished scientists, orthopedic experts and historians, the investigative video episodes explored the important role feet have played in human evolution, how we can better protect their health and the story of how Birkenstock disrupted an entire industry.
[
add
]
[
|
|
...
]