Crocs

CREATIVE RATIONALE

Our whole concept revolves around the fact that people are unhappy/grumpy when their feet are sore. Crocs are renowned for their comfort (it’s almost an “excuse” to wear them when someone asks you why you have a pair) and can therefore keep you in a better a better mood by keeping your feet comfortable.

To extend this thought, we wanted to imply that all the bad things that happened in history were caused by people in bad shoes that made them grumpy. In our poster and online campaign, we said that crocs can basically cure bad moods with comfort, charity and other good deeds. All they had to do was join the Comfort Movement.

Art direction: Max pazak
Copy: Liza Whitehead
Creative Directors: Riaan Swart