Foot Locker
A holiday campaign where giving is rewarded
Company
Analog Folk
brief
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Role
Area
Senior Creative
Senior Copywriter
Campaign
Retail
Digital
Social
Scope
Create a 360 holiday campaign that further builds out the Shoes Don’t Change The World, You Do platform
Create a holiday campaign that reframes the holiday season from a time of getting, to a time of giving.
insight
Gen Z’s attitude towards gifting leans towards reduced spending and increased mindful gifting
France-based model and body positive advocate Odile
Italy-based dancer and teacher Stella
And after a year of COVID-19 and global, social injustice, Gen Z leans into giving back instead of giving.
With the campaign Give to Get, we built on the brand’s platform Shoes Don’t Change The World, You Do. In this third installment, we hero the stories of three changemakers and their causes, reminding the audience to continue fighting the good fight during the holiday season. As a surprise, each changemaker was rewarded with 10,000 euros that they could donate to a charity of their choice, plus gifts from Foot Locker to enhance their voices and causes.
Our search for talent focussed on three key markets: the UK, France and Italy. Due to COVD-19 travel restrictions, each shoot was done fully remote and recorded on the talent’s phone. Same for each of the Striper’s who’d drop off the gift box for the talent. Each box was custom designed and shipped off ahead of the shoots.
As long as she can remember, Odile has felt like she looked different than everyone else. Now she models as a way to inspire others to accept themselves and push the fashion industry to be more diverse and inclusive.
She chose to donate her 10,000 euros to La Maison des Femmes, a charity that supports victims of female genital mutilation. In order to support Odile in spreading her message of inclusivity and body positivity, we gifted her a professional camera, a ring light, magazine subscriptions and creative courses to stay inspired.
To Stella, dancing is a way to express what you can’t say with words. While she views herself as a shy person, dancing is her way of getting a message across. She also believes it has the power to unite. These two beliefs are at the heart of every class she teaches to kids from underprivileged neighborhoods.
She chose to donate her 10,000 euros to Africa e Meditarraneo, a charity that collaborates with artists and creatives of African origin to create connection and dialogue between different cultures. In order to support Stella as a teacher, we designed a logo and website for her through which she could promote her classes, plus a new phone so she could always be available to her students.
UK-based artist Isaac
Through his art, Isaac aims to raise awareness on topics like Black Lives Matter, gender equality and mental health.
He chose to donate his 10,000 euros to HIM + HIS, a charity that focuses on male identity and mental health. In order to support Isaac as an artist, we gifted him 4 billboards across London to showcase his work, plus an iPad pro to keep creating art.
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