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Allbirds: Tree Meeting, 30s
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In its first work for the San Francisco-based material innovation brand Allbirds, Anomaly Los Angeles launches Meet Your Shoes, an integrated pre-holiday campaign that breaks today across digital video, cinema, streaming audio, social, and outdoor media. Meet Your Shoes highlights Allbirds’s original Wool Runners, made from ZQ-certified merino wool and the Tree Runners, sourced from FSC certified eucalyptus trees. Both shoes utilize natural and recycled materials, such as laces made from recycled plastic bottles and insoles developed from castor bean oil. As Allbirds’s largest marketing effort to date, the campaign invites the public to meet the source of their shoes. The campaign includes films directed by Smuggler’s Björn Rühmann that feature characters who are compelled to literally “meet their shoes” at the source. True to Allbirds’s roots, the campaign takes a slightly off-beat, subtly humorous edge without taking itself too seriously.
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