adidas Stan Smith has been synonymous with street culture around the world. In India, however, people are not even aware about Stan Smith’s iconic status.

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Our task was to make the legendary sneakers a conversation topic among the street-fashion conscious youth of our country.

 

To position Stan Smith as the shoes made for the streets.

 

Solution

We came up with a campaign that unfolded on streets and was talked about online.

 

Young people are restless, they want to break out, and they are also obsessed with taking selfies everywhere they go. If documenting their every move is what gets the young going, so be it.

We asked the audiences on Twitter and Instagram to explore the nooks and crannies of their cities through a unique road trip or COURTRIP. Tweeps were motivated to tweak their existing behaviour of taking selfies on their trips and were encouraged to document their travel tales using the #Shoefie instead.

The cherry on the top, if their #Shoefie was the most unique, they won a coveted pair of Stan Smith shoes.

 

Results

Twitter was ablaze from the get go. Within just a few hours of the launch, the #Shoefie trended. The urban trend captured the imagination of the young and over the course of a fortnight, 5000+ Shoefies were snapped, over 25k conversations were had and

 

In two weeks ,

COURTRIP achieved

22M+ R e a c h

220M+ Impressions

1 0 + National twitter trends.