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Box of Greatness

basics
Industry: Retail & Distribution
Media:Direct Market
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
• Situation Months after being hit by Hurricane Maria, Puerto Ricans still lacked basic necessities, like food, shelter and even shoes. • Brief Every year, Foot Locker has an annual event called the Week of Greatness where they feature some of the year's most anticipated shoes. But it seemed inappropriate to celebrate sneakers when Puerto Ricans were still suffering. • Objectives A “sneakerhead” is essentially a diehard sneaker fan whose collections can range from hundreds to thousands of shoes. Every sneakerhead has at least one pair of sneakers that they have never worn. So this year, we partnered with athletes, influencers and entertainers and asked sneakerheads to donate an unworn pair from their collection to Puerto Rico. For every pair that was donated, Foot Locker would match.
Outcome
At the end of the Week of Greatness, we had donated over 5,000 pairs of shoes, got over 400 million media impressions, received over 4 million video views, helped the people of Puerto Rico and showed that everyone can make a difference, even sneakerheads.
Execution
For the sneaker influencers, Foot Locker usually sends them exclusive sneakers being featured during the Week of Greatness for them to unbox and review, but this year, we sent them an empty box that we custom designed so that they could donate a pair to Puerto Rico. Several production teams simultaneously filmed celebrity and athlete donation videos. At the same time, sneakerhead influencers were receiving their custom-made donation boxes and filming donation videos. The donation films and commercials lived on TV and online. In addition, we placed donation boxes in every retail location in America, so fans could easily bring in their own shoes and donate. Foot Locker had never undertaken a project of this scale. Roving production teams filmed numerous donation videos all over America, while influencers everywhere filmed their own donation videos. We custom made donation boxes and placed them in every Foot Locker retail location in America.
CampaignDescription
Usually, Foot Locker enlists the help of some of the world's biggest names in sports and entertainment to promote the Week of Greatness. So the creative idea was to use those influential people to encourage sneakerheads to give shoes away, instead of buy them.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Design
Promotional Item Design
The One Show 2018
Silver Pencil Social Influencer Marketing
Influencer Marketing / Multi-Channel
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