“It’s okay to take them off.”
Student Work, Campaign for Birkenstock Shoes. Digital Media + OOH ads.
Elijah Cumbo (Copywriter, Art Director)
George Dover, Shanan Narsang (Photographers)
The ProblemBirkenstock wants to be seen as a shoe that has an impact on people’s lifestyles, not just their arches.
InsightThere’s no better proof of impact than consistently wearing a shoe despite it actively disadvantaging you. That’s what I do, every single spring, when I wear my Birkenstock Bostons out in the rain - and I’m not alone. People form a relationship with their Birkenstocks, and thus wear them where they shouldn’t.
The Solution
We run a OOH & social PSA campaign urging people to stop wearing their Birks in situations they shouldn’t. We know you love your Birks, but it’s okay to take them off.
OOH ads.