By Published on .

Stein Robaire Helm,

Los Angeles

Teva Sport Sandals

Kirk Souder, Creative Director/Art Director

Court Crandall, Creative Director/Copywriter

Mark Hanauer, Photographer

Charged with creating ads that would bring a little-known sport sandal with a cult following among hard-core outdoor types into the mainstream, Kirk Souder and Court Crandall knew just what to do. They divided the human race into two groups: people who wear closed footwear and people who wear Tevas.

"That became the soul of the whole campaign, this confrontation between the two lifestyles," says Mr. Souder, an art director who with copywriter Mr. Crandall created the first broad-reaching campaign for the Deckers Corp. line (the two creatives have since left the agency).

"Do you exist in shoes or live in Tevas?" was the question posed in the series of print ads in Rolling Stone and general-interest books.

Part of each ad was black & white and carried assumptions about closed shoes, like "You probably have a pair of sensible shoes." The remainder of each ad, in vivid color, challenged the assumption: "But what do you wear when you've lost

Most Popular
In this article: