TOMS Solemates

Problem: After so many years of success, the One for One initiative has lost some of its momentum. Many consumers no longer feel the direct connection and impact they have on an individual on the other side of the world.

The Idea: To re-establish the worldwide togetherness that TOMS One of One design created, we are asking people to become Solemates. This program offers the simple yet powerful connection of personalized art by designing two pairs of unique, identically matching soles for themselves and a person in need.

How It Works: Through an extension of the TOMS website, colors, shapes, and patterns can be chosen for your two pairs of customized TOMS. Or you can upload your own design. When your solemate receives their pair you will then get a photograph in the mail of them in their matching pair and an extra pre-addressed envelope for you to send your own photo back to them.

TEAM

Strategy and Art Direction: Phil Sussingham, Neha Guria, Michelle Abdelnour
Copy: Chloe Konnor

AWARDS

2017 SCADDY Award - GOLD - Experiential

2018 Augusta ADDY Award - GOLD - Experiential

2018 District ADDY Award - SILVER - Integrated Brand Identity Campaign

2018 National ADDY Award