PROBLEM:
Amputees who only have one foot are forced to buy a pair of shoes, even when they only need one.
IDEA:
Let’s use Nike ID (which lets people customise sneakers) to implement a new option for amputees. An option that allows them to buy only one Nike shoe. To launch this new service and get it recognised we will play on the sneaker-head phenomenon.
Firstly, a limited edition design is created that will get sneaker-heads excited for months ahead: the Nike One & Only. However, all press about this new drop will only feature photos of one shoe, never the full pair. On the day of the release, the Nike-fans-waiting-in-line-outside will finally get their hands on a pair of these sweet kicks, except, they’ll be baffled to find out they are not sold in pairs, but only one shoe per box.
Secondly, It’s revealed that this stunt was to launch a brand new service which profits is purely for amputee charity. Sneaker-heads might be pissed off at first, but then delighted to find out their latest purchase is even more exclusive and valuable than they initially thought.
Service : Art Direction
CD : Robin Gordon & Ella Monti