Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
While Foot Locker and BBDO New York have become known for turning out stellar comedic ideas together, the partnership reached a whole new level with this innovative idea that made the retailer's outlets stand apart from the rest of the mall store fray. Playing straight to the hearts of sneaker aficionados, the agency turned the stores themselves into shoe "museums" by providing audio tours that gave shoppers the stories behind the kicks. The idea nabs the No. 5 spot in our list of the year's best Print/Design/Out of Home ideas.
Going shopping for sneakers just got a little more like going to a museum.
Foot Locker has launched "audio tours" in 300 of its U.S. stores, allowing sneaker enthusiasts to listen to the "stories behind the sneakers" as they browse. In order to do so, they can input codes found next to each pair of select shoes on their mobile device.
Content on the "audio tours" includes interviews with influential figures in sneaker culture, such as designers, journalists and athletes, talking about the cultural significance, inspiration and technology of each shoe.
The campaign, by BBDO New York, ties with with Foot Locker's "approved" tagline that underlines to customers how every shoe is curated, and only the best make it to the sneaker wall.