TOMS
Client
Brand Campaign
Project
Capability
Branding & Design
Role
Design Director
Team
Copywriter, In-House Designers
Deliverables
Campaign Concept, Guidelines, OOH, Social, and Marketing Collateral
Overview
Background
Celebrate the power of giving shoes × 100 million.
In 2020, TOMS reached the momentous milestone of giving 100 million pairs of shoes. Each purchase joined over 100 million others to create a real impact worldwide.
TOMS brand’s core values are educating customers on the three primary benefits of shoe giving: physical safety, mental health, and equal access to opportunity. This moment showed their customers that giving shoes means much more than physical shoes.
Objective
Create a comprehensive brand campaign to announce the giving milestone.
This 360-degree campaign included a campaign logo treatment, PR collateral, in-store collateral, OOH advertising, social media, digital marketing, and campaign guidelines. The tone was bold energy and optimism.
Design Inspiration
Be bold and make a statement.
This campaign celebrated TOMS’ heritage, honoring its origin story in Argentina. Illustrations featured whimsical representations of TOMS locale and culture.
