Project Description

Sell your soles

The brief

Protecting the health of our planet is one of IPOS’s core values.
So when our long-term client, footwear retailer schuh, invited us to help them drive the impact that their ‘Sell your soles’ sustainability campaign had on their customers across multiple stores, we were excited to take on the challenge. 

The central idea for the campaign is that customers are asked to donate their unwanted shoes and receive a £5 voucher to spend on their next pair in return. All donated shoes are collected from store, categorised and either cleaned for resale in various outlets or broken down for remanufacture. The revenue generated from this activity is donated to the Word Land Trust who plant and care for new trees across the world. 

SKILL SET

Creative direction
Project management
3D visualisation
Artwork
Production
Installation

RETAILER

schuh

LOCATION

UK wide

The process

The IPOS studio jumped straight to work and quickly realised an opportunity to elevate the existing campaign imagery by placing more focus on the unwanted shoes, which all had their own backstory. The use of considered product styling and utilising the in-house photography set-up, based at our head office, a series of beautiful product portraits were created, ready to push the campaign to the next level.

The outcome

The creative direction that IPOS provided to schuh helped them realise the strength of the using the donated shoes combined with live plants as a visual metaphor for ecological vitality and growth. This was enhanced by the juxtaposition of the organic material with the clean and somewhat futurist store aesthetic . Care was taken to ensure that the attention grabbing display utilised organic materials, environmentally friendly inks and preserved plants that can be used time and time again. 

The installation has been in situ for a few weeks and is already generating significant interest and uptake. We are in regular contact with schuh and will be working alongside them to analyse the data in the upcoming weeks to see how the campaign progresses.

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