If asked which fashion brands are synonymous with style and good taste, it is unlikely that the Birkenstock brand would come to anyone’s mind. Although luxury brands like Manolo Blahnik and Dior have shown interest in the company in recent years and designed collaborative collections, bringing the iconic sandals closer to their customers, the classic models are still not considered particularly beautiful. Comfortable, yes, but beautiful – no.
It is precisely on this realization that the brand, which has recently come under the ownership of the LVMH group, bases its first global marketing campaign in which they claim – yes, ‘birkenstocks’ are ugly, but ugly for a reason! The campaign, which was created in the T Brand workshop, the studio behind the content production of the New York Times, is divided into three parts, each celebrating the evolutionary miracle known as the human foot.
The Marvelous Foot
In the first part titled ‘How Feet Made Us Human’, esteemed scientists – a biomechanist and a paleontologist – guide viewers through the story of human body evolution, enriched with medical diagrams and educational animations. The other episodes, ‘Finding Your Feet’ and ‘Stepping Into Details’, will be launched on August 11 and September 21, respectively, and both revolve around the same story, which is that behind everything the company does lies ‘foot health’.
