| Title | SOLEMATE |
| Brand | METROX GROUP |
| Product / Service | SHOES |
| Category | A02. Durable Consumer Goods |
| Entrant | J. WALTER THOMPSON JAKARTA, INDONESIA |
| Idea Creation | J. WALTER THOMPSON JAKARTA, INDONESIA |
| Production | LYNX FILM Jakarta, INDONESIA |
| Production 2 | BUMBLE BEE Jakarta, INDONESIA |
| Production 3 | DIGITALACTIVE PRODUCTION Jakarta, INDONESIA |
| Production 4 | SURYA P. NUGROHO DIGITAL IMAGING Jakarta, INDONESIA |
| Production 5 | PRODIGI HOUSE Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Pingkan Rarumangkay | J. WALTER THOMPSON JAKARTA | Executive Creative Director |
| Adwityo Prabhasworo | J. WALTER THOMPSON JAKARTA | Creative Director |
| Lila Talitha | J. WALTER THOMPSON JAKARTA | Art Director |
| Michael Fabian | J. WALTER THOMPSON JAKARTA | Art Director |
| Chandra Suteja | J. WALTER THOMPSON JAKARTA | Copywriter |
| Shinta Prasethyo | J. WALTER THOMPSON JAKARTA | Head of Design |
| Andianto Dananrdono | J. WALTER THOMPSON JAKARTA | Graphic Designer |
| Reza Fitriano | J. WALTER THOMPSON JAKARTA | Group Account Director |
| Reza Fitriano | J. WALTER THOMPSON JAKARTA | Group Account Director |
| Niken Angganawati | J. WALTER THOMPSON JAKARTA | Associate Account Director |
| Stella Joharno | J. WALTER THOMPSON JAKARTA | Account Manager |
| Madeline Ruspandy | J. WALTER THOMPSON JAKARTA | Account Executive |
| Yutha Oktavina | J. WALTER THOMPSON JAKARTA | Executive Producer |
| Maya Sarie | J. WALTER THOMPSON JAKARTA | Producer |
| Dennis Wong | J. WALTER THOMPSON JAKARTA | Technical Advisor |
| Andhika Novandi | J. WALTER THOMPSON JAKARTA | Technology Leader |
| Listya Manggiasih | J. WALTER THOMPSON JAKARTA | Social media Strategist |
| Lukman Hakim | J. WALTER THOMPSON JAKARTA | Social Media Officer |
| Tyas Ariani | J. WALTER THOMPSON JAKARTA | Project Officer |
| Bona Palma | Lynx Films | Film Director |
| Bumble Bee Studios Indonesia | Bumble Bee Studios Indonesia | Sound Production |
| Utomo Rahardjo | Digital Active | Photographer |
| Prodigy House | Prodigy House | Post Production |
| Surya P. Nugroho | Studio 47 | Retoucher |
Keds introduces Solemate; women are encourage to donate one side of their sneakers that's in a good condition, each of the different sides is then matched to become a new pair of sneakers. We packaged individual sneaker in a special box designed with interlocking mechanism which can be easily combined for distribution. And then they give it to all young girls who are living underprivileged and still walk barefoot.
We placed Solemate donation box inside Keds Store at seven different locations around Jakarta where women can easily drop their sneakers. The campaign runs for six weeks and promoted through social media. At the end of the campaign, we collected all the sneakers and matched them by size and brand then it get sanitized, packaged and distributed to young girls in remote areas.
• We collected hundreds of sneakers and gave them to young girls in remote areas, so for those who couldn’t afford to buy shoes can now wear Solemate sneakers for their activities. • Useless sneakers became useful sneakers.
It’s a campaign from women to women and young girls all around Indonesia. So through Solemate, Keds directly building relationship between the brand and their core target consumer, which is women.
Keds is known as a brand that continuously empowers women, and now they are helping young girls to make progress in their lives. We believed that even one side of unused sneaker can be useful to those who are living underprivileged.