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. Both shoes utilize natural and recycled materials, such as laces made from recycled plastic bottles and insoles developed from castor bean oil. The campaign invites the public to meet the source of their shoes.
“No other shoe company can say, with pride, where your shoes come from,” said Josh Fell, chief creative officer at Anomaly Los Angeles. “But Allbirds can. Because they come from nature. From trees. From sheep. From sugar. Brilliant and simple. In a world where consumers can, and should, question the source of their products we built a platform inviting you to actually meet your shoes.”
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.
“Our approach to marketing at Allbirds has always been to let the shoes, and our fans, do the talking,” said Julie Channing, vice president of marketing for Allbirds. “The fact that we're using these incredible natural materials to create products people can feel good in and about is surprising in an industry where synthetics are the status quo, so our goal with this campaign was simply to let more people in on our secret in a light-hearted way."
Allbirds is on a mission to prove that you don’t have to sacrifice style to make supremely comfortable and sustainable products. Just two years after launching the Wool Runners, named the ‘most comfortable shoes in the world’ by Time Magazine, Allbirds sold over one million pairs, relying mostly on word of mouth from happy customers. The ‘Meet Your Shoes’ campaign is intended to continue expanding Allbirds’s reach in the US and around the globe, with the campaign extending into London on the heels of its recent UK launch.
See the spots by clicking on the Creative Works box below.