LOOOONG SANDALS

TitleLOOOONG SANDALS
BrandGOLDEN STEP SHOES
Product / ServiceGREEN TEA SANDALS
CategoryA04. Ambient/Alternative Media
EntrantMcCANN WORLDGROUP Shanghai, CHINA
Entrant Company McCANN WORLDGROUP Shanghai, CHINA
Advertising Agency McCANN WORLDGROUP Shanghai, CHINA

Credits

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.