Wear What Makes You
The challenge: My partner and I reimagined the lackluster Crocs customization feature to be both more accessible and more expansive and then worked on an awareness campaign all about pride.
Case study
Multiple billboards are put up for OOH work prominently displaying the tiles, each time tying back to the idea that everyone deserves to express themselves.
Each and every ad has a deeply unique sentence that appeals to a younger audience.
Out of Home. Each ad fixates on a different thing a user can love, inspiring for the user thoughts about what they might wear.
More Copy
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Wear what unleashes your creativity
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Wear what excites you the most
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Wear what reminds you of the memories
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Wear what shows your beauty
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Wear what shows your uniqueness
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Wear what motivates you
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Wear what embodies your passion
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Wear what you miss the most
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Wear what represents your culture
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Museum Exhibit
We're putting a "Wear What Makes You Happy" exhibit in the Chicagoan Bata Shoe Museum, where we commissioned 30 different custom shoe artists to use their medium of choice, whether that be marker, paint, or both, to paint what makes them happy.
Inside the exhibit would also be a kiosk playing an animation showing just how easy using the website interface is for making the Crocs the customer wants.
Everyone who visits gets a card with a QR code bringing them to an additional 15% off their customized shoes.
Crocs x Billie Eilish
Why Billie?
Billie Eilish is the perfect fit for endorsing Crocs' campaign and social media challenge due to her unique and individualistic style and massive social media following. She has also overcome criticism of her clothing choices and encouraged body positivity, making her an excellent role model for the campaign's message of embracing individuality and rejecting societal norms.
Script
Hey, it's Billie! I'm super excited to announce my partnership with Crocs and this #WearWhatMakesYouHappy challenge. You know how people always got something to say about what I'm wearing? Well, I wear what makes me happy, and that's the whole point of this challenge. We want to see YOUR style, YOUR creativity, YOUR self-expression. I'm talking, wear your Crocs however the heck you want! Don't let anyone tell you what's cool or not. We will choose ONE design that's the most creative and unique, and I'll be giving the winner my limited-edition Crocs. So, let's show the world what it really means to be unique and, most importantly, HAVE FUN!
Caption
It's our pleasure to partner with @billieeilish, the young OG
of rejecting societal norms. Life is too short for being normal and appeasing others! Slip into Crocs and feel the happiness seep into your soles 🙌💛
#WearWhatMakesYouHappy
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