THPAUL / Work / We Paint Shoes, Not Eggs
Campaign with a purpose · 04 / 05
We Paint Shoes, Not Eggs Easter got a new canvas.
New Balance · Experiential · Art Activation
What would happen if, instead of eggs, we painted shoes?
The idea
The idea behind the image.
Easter becomes a reason for creative expression. Children and adults paint shoes instead of eggs.
At the heart of the activation was a large 3D shoe, a canvas for live creation by an established painter while the store was open.
Smaller 3D versions of the shoe were given as gifts with purchases of children's footwear from €49. Each child painted their own.
Bold colours, illustrated sneakers and references to Easter eggs gave the New Balance campaign a playful yet contemporary look.
- Concept development
- 3D shoe design
- Visual identity
- Promotional gifting
- In-store execution
The result
The Easter gift became an invitation to take part. The children became the creators themselves.
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