• The following campaign is for TOMS shoes. The goal was to show TOMS as more than just a canvas shoe that is given to people in need. One of the biggest downsides to TOMS is that they aren’t very durable. Instead of dwelling on the fact that TOMS easily get holes as being a bad thing, I presented it in a nostalgic way.  Holes represent adventures or experiences that the wearer has been on. The tagline for the campaign is “Your proof of adventure.” This supports the strategy because it’s affirming to the viewer that the holes TOMS get are visible proof of  their experiences. This campaign consists of one single pad ad, a magazine spread, and an insert.
  • Magazine Spread
    Embrace the holes just like you did the experiences that made them.
    TOMS.
    Your proof of adventure.
  • Print Ad
    No one ever said memory lane was a smooth path.
    TOMS.
    Your proof of adventure.
  • Next is the four page insert to fit like a postcard within a magazine.  I made the insert in the form of a small booklet because I wanted it to be like a book that contained a story-- just like how the holes in your shoes contain a story of adventure.
  • Life's adventures require special shoes.
  • Ones that brag of your exploits,
  • And keep your memories intact.
    TOMS.
    Your proof of adventure.