BUTTERSHOES by SapientNitro USA for Foot Locker

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BUTTERSHOES

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Industry Shoes, Apparel & Accessories Stores
Media Film
Market United States
Agency SapientNitro USA
Production Hello
Executive Creative Director Scott Higgins
Art Director Emily Strand
Copywriter Todd Feitlin, Tim Wasler
Released August 2010

Credits & Description

Category: Internet Film
Advertiser: FOOT LOCKER
Product/Service: SHOE STORE
Agency: SAPIENTNITRO
Production Company: HELLO!, Hollywood, USA
Date of First Appearance: Aug 3 2010
Chief Creative Officer: Kathy Delaney
Executive Creative Director: Scott Higgins
Copywriter: Todd Feitlin/Tim Wasler
Art Director: Emily Strand
Account Manager: Mike Reuter

English Description
Foot Locker asked us to help them celebrate the shared passion for sneakers between Foot Locker and their customers during the 2010 Back to School season― while highlighting specific products (running sneakers, black and white color pairings) from their in-store experience. We delivered a campaign under Foot Locker’s newly unveiled global positioning statement and its tagline: "It’s a Sneaker Thing.”

In keeping within the academic nature of the back to school season, the TV spots were set in a school environment. Each spot featured comedic twists that came from unexpected deliveries from the students, who naturally have sneakers on the mind. 110 million digital impressions generated promoting videos, 1.2 million video views/engagements delivered, 20k+ facebook “likes” earned and 6k facebook shares.