Good kicks for good kids
Lazy Sneakers wanted to increase awareness and attract quality sneaker donations for young people who don’t have access to suitable footwear.
HOOF founder and creative director Erik Hay worked with VMLY&R on the concept, art direction, copy, design and studio production.
With a limited budget, the work focused on making noise. A series of posters co-opted the visual language of global sneaker brands. Shot on film and placed in high-traffic urban locations, the work read initially as premium sneaker advertising before revealing its purpose.
The campaign generated significant attention locally and internationally, driving a sustained increase in sneaker donations. It was recognised at Cannes, the Best Awards and Spikes, winning a Bronze at Spikes Asia.
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