KICKERS RECYCLE by Grey Paris for Offenbacher Kickers

KICKERS RECYCLE

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Industry Shoes, Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency Grey Paris
Creative Group Head Jeremie Bottiau
Art Director Raphael Ghisalberti
Released October 2009

Credits & Description

Category: Best Use of Sustainable Packaging
Advertiser: KICKERS (EUROKA GROUPE ROYER)
Product/Service: SHOES
Agency: GREY PARIS
Date of First Appearance: Oct 14 2009 12:00AM
Entrant Company: GREY PARIS, FRANCE
President and Chief Creative Officer: Andrea Stillacci (Grey Paris)
Media Director: Carole Poncet (Grey Paris)
Marketing Director: Delphine Papiernik (Kickers)
Creative Group Head: Jeremie Bottiau (Grey Paris)
Art Director: Raphael Ghisalberti (Grey Paris)
Media placement: Collector Shopping Bags - Flagship Stores And Journalists - 14/10/2009

Describe the challenges and key objectives
With a very low budget (less than 5,000 €!) generate an idea that in a relevant way links the Kickers brand to a sustainable developement message.

Describe the brief from the client
Build awareness on Kickers beyond their 'creative shoe makers' positioning.

Describe how you arrived at the final design
The idea is simple: recycle their 50 square meters megaposter displayed on the famous Galeries Lafayette in Paris and turn it into a collection of limited edition shopping bags. We worked with a model making specialist who also employed disabled people in the respect of laws. Each bag was reinforced with pieces of recycled material following the brand’s color guideline and numbered as a unique collector piece. A leaflet showing the initial visual of the campaign gave the opportunity to recognise which part of the poster is used for the bag.

Give some indication of how successful the outcome was in the market
All the limited edition bags were sold out in one week Kickers decided to upscale this operation for his 2010 summer collection selling the bags in their stores in partnership with 2 sustainable developement associations. After 40 years of working on original ideas, for once, Kickers was happy to recyle one.