MadWe Trainee Program: Shoe, 3

Finnish creative agency SEK launches MadWe trainee program to make the field an attractive option for young people of underrepresented backgrounds. The campaign plays on the well-known phrase “to get one’s foot in the door” to reach potential trainees. Brightly painted shoes are placed near school doors and shopping mall entrances in Helsinki, portraying taking steps towards the door. Inside the shoe there is an QR code to an application site.