The Product: Vibram Five Fingers
A minimalist shoe that protects the feet while offering a natural, "barefoot" athletic experience.
A minimalist shoe that protects the feet while offering a natural, "barefoot" athletic experience.
People are apprehensive to try the product due to:
Its unconventional appearance
The fear of judgement
The fear of leaving their comfort zone
Making such an extreme fashion statement
"They look like monkey feet."
Objectives
Eliminate any apprehension or anxiety felt about the Vibram Five Fingers product.
Convert existing curiosity about the product into action (trial or purchase).
Ignite a movement!
Target Market
Spend upwards of $100 on athletic footwear each year
Physically active
Part of the athletic community
Think of themselves as trendsetters
Insight
Being barefoot in public is taboo.
Strategy
Vibram Five Fingers make you more confident and comfortable with yourself than ever before.
Creative Executions
Credit to:
Ramiro Ramirez - Art Director
Libby Robertson - Copywriter
TV Spot
Print Ads
