Moving The Market with Zign.
How do you fight the belief that leather shoes are less comfortable than sneakers?
People often think that shoes are for looking smart, while sneakers are for being cosy. In an age where people are adopting increasingly casual dress codes across all areas of life, Zign needed to show that choosing traditional leather footwear doesn’t have to mean giving up on comfort.
To help them shift public opinion, we created a campaign that countered all the stereotypes about stiff leather footwear. Featuring a trio of semi-professional gymnasts, we turned traditional thinking on its head with an acrobatic photo and video shoot at a high school gymnasium.
While a lot of work went into this production, the results themselves made things look effortless. Distributed throughout Europe both outdoors and online, our message was simple:
Think you can’t move in leather shoes? Zign will make you think again.