Allbirds
Brief
Create a campaign for Allbirds that brings in a younger audience ranging from 18-30 years old without losing their humble New Zealand voice.
Insight
Essential workers during COVID-19 are in need of comfortable shoes the most due to being on their feet constantly.
Idea
Using the preexisting sheep character from the Allbirds brand, Peter the sheep will step into the shoes of essential worker jobs in OOH creative executions.
Putting A Face To The Shoe Brand
Due to Allbirds lack of branding on their shoes, no one could ever tell when people are wearing Allbirds since most people don’t recognize the brand’s logo in the wild.
Hidden deep in Allbirds’ website and design guidelines was Peter the sheep, an underutilized illustrated character who could be a face to the brand. Peter the sheep would help the brand gain a stronger visual presence to help future customers recognize the brand.
Starting Off On The Right Foot
Allbirds supplied over 50,000 pairs of shoes to healthcare workers, but due to the brands lowkey status this news didn’t receive a lot of coverage.
This campaign will shine more light on Allbirds supporting healthcare workers and the many other essential workers working diligently on their feet who could benefit from some comfort and acknowledgement.
AD: Dae’Onna Kang Clark / CW: Nick Mau / Account: Katie Farley + Slade Chiakowsky + Maris Holman / Media Planner: Kyle Fischer
Live brief from Allbirds