CHALLENGE
Insight: Crocs are goofy looking, but they’re practical and have a cult-like consumer base.
SOLVE
Encourage 15-25yr old to own the fact that their Crocs aren’t the most attractive shoe.
To own the ugly and intentionally moc the croc.
TACTICS
Experiential Pop-Up / In-Store
Social Media & SMS
OOH
Micro-Site
COLLABORATORS
Art Directors: Nicole-Paris McDowall, Becca Bennet. Photography: Delaney Dumm. Caricatures: Simar Singh Sethi. Models: Madie, Sydney, Edward Chestaro, Stu Thompson.
EXPERIENTIAL: Event / Pop-Up (In-Store)
An animated world with a caricature artist and a collection of limited edition ‘Jibbitz.’
Larger than-life Croc projection (from UGC in the event and the OOH billboard)
OOH: Interactive Billboard
This interactive touchscreen billboard will have its elements connected to the experiential event and project on the environment. Users will be encouraged to visit the store and have the ability to scan the QR code for the micro-site.
