| Title | LOOOONG SANDALS |
| Brand | GOLDEN STEP SHOES |
| Product / Service | GREEN TEA SANDALS |
| Category | A04. Ambient/Alternative Media |
| Entrant | McCANN WORLDGROUP Shanghai, CHINA |
| Entrant Company | McCANN WORLDGROUP Shanghai, CHINA |
| Advertising Agency | McCANN WORLDGROUP Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Terry Pan | Acd | |
| Vincent Pang | Ecd | |
| Carol Lam | Cco | |
| Doris Lu | Mccann Wordgroup Shanghai | Copywirter |
| Bill Bo | Mccann Worldgroup Shanghai | Senior Art Director |
| Yao Sheng | Mccann Worldgroup Shanghai | Senior Art Director |
| Barbara Jiang | Mccann Worldgroup Shanghai | Associate Creative Director |
| Johnson Sheng | Mccann Worldgroup Shanghai | Creative Director |
| Martin Lee | Mccann Worldgroup Shanghai | Chief Creative Officer |
Green Tea sandals are women’s leather sandals that you will feel very soft and comfy. But they have just stepped into Shanghai and are not yet well known. Our task was to make sure that when consumers think of Green Tea, they think of the pleasure of walking.
Sandals are for walk. And people can directly walk on the loooong sandals and feel how comfy the material is, which we want to address. At the same time, the SNS tools help us to broadcast the message instantly.
We decided to create the world’s longest sandal on the streets of Shanghai. We foot picked several routes in the city and used soft and comfy materials so everyone could experience the feeling of Green Tea sandals. At the same time, they could follow the routes on Weibo and share the adventure with their friends and everybody else on the route in real time.
The long and comfy experience proved to captivate the attention of all. Green Tea really launched itself in China, selling the world’s longest sandal to the world’s largest population of sandal wearers.