2014 Winners & Shortlists

Brief Explanation

The challenge was to be impactful with a limited budget. Hence the communication had to deliver and strike a chord with the clientele it was talking to.

The Brief

The objective was to introduce and showcase the Shoe Butler concept. Since the budget was limited, we needed to communicate what they do in a fun and interesting way.

How the final design was conceived

The fact is that whenever we walk, the legs (and thereby the shoe) is the first thing that enters any space before any other part of our body. This simple insight led us to the insight – your shoes arrive first. Hence one should keep it shining. And the Shoe Butler is the perfect way to do so since they are the experts in shoe care.

Indication of how successful the outcome was in the market

The Shoe Butler concept itself is a rare and revolutionary idea. The company has been in business for just over two years and today boasts of a healthy clientele. Now is the time for the company to take its next big step and communication will play a huge role in how the brand is perceived in the coming months. The humorous approach towards communication has been well received by the target audience who belong to a set of individuals that appreciate this kind of thinking.