This campaign was to drive sales of light weight summer shoes and sandals.
Our creative concept was ‘so comfortable, you'll forget you're wearing them’. The imagery used carefully chosen stock images, but digitally manipulated. The images show bare feet leaving shoe prints, or shoes leaving bare foot marks; this subtly evokes the same message as the headline.
The other part of the brief was to portray a summery and aspirational lifestyle feel. So the visual trickery needed to be subtle and work on a second level.