Description
Every year, the world dumps 23 billion pairs of shoes into landfills. They stay on this planet forever. Chupps decided to do something about it. We launched a range of 100% biodegradable footwear. But a product alone was not enough. The message had to live the idea. We launched the campaign with a 20-by-10-foot hoarding, India’s first biodegradable billboard, with a giant slider on it. Everything was made entirely from natural materials. And three weeks later, it rained. Slowly, the structure began to change. The rain revealed the true meaning of the billboard. This idea was amplified across platforms through a series of print, retail statics and digital videos. During Diwali, a clay slider memento was sent to more than 1,200 retailers, underlining the biodegradable promise. We signed off the campaign with four hard-hitting digital and television films that stirred conversations on the internet and went viral.
