San Francisco-based material innovation brand Allbirds, which makes shoes made from wool and trees, is telling consumers that, if they really want to, they can actually meet their shoes.
In its first work for the company, Anomaly Los Angeles has launched ‘Meet Your Shoes,’ an integrated pre-holiday campaign that runs across digital video, cinema, streaming audio, social, and outdoor media.
‘Meet Your Shoes’ highlights the Allbirds original Wool Runners, made from ZQ-certified Merino wool and the Tree Runners, sourced from FSC-certified eucalyptus trees.
Anomaly created MeetYourShoes.net, an interactive experience that allows you to sort of meet your shoes, providing a product code that links you to a live feed of a unique sheep or tree in the paddocks and forests where they live. Once you’ve been introduced to your shoes, there are plenty of interactive ways to get to know them a little better.
The campaign also includes humorous films directed by Smuggler’s Björn Rühmann that feature characters who are compelled to literally “meet their shoes” at the source. In ‘Wool’ a man is getting a haircut, staring at his wool shoes. He gets up mid-buzz cut and walks out the door. He heads through the neighborhood, gets on a plane, walks through fields and finally gets to a single sheared sheep. He says “hello.” During his journey, the voice over states, “we think it’s a bad idea, but yeah, technically, you could meet your shoes.
A similar treatment is given to a woman at the dentist, who sees her tree-fabricated shoes and heads into the forest to meet her eucalyptus tree.
Campaign: Meet Your Shoes
Spots: Sheep Meeting, Tree Meeting
Agency: Anomaly LA
Production Company: Smuggler
Director: Björn Rühmann
Sound Design: One Thousand Birds
Digital Production Company: Built by Mechanic
OOH Production Company: Unreasonable Studios
Retouching Company: Epilogue