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Dr. Scholl's: Born to Move
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Footcare brand Dr. Scholl’s is celebrating the joy of movement, from halting first steps to graceful pirouettes and everything in between, as part of a new campaign that marks a bold evolution in the brand’s marketing strategy. For over 90 years, Dr. Scholl’s has been a trusted foot care brand offering a wide range of products to help people move through life more comfortably and with less pain. Historically, Dr. Scholl’s has appeared in a more practical, benefit focused advertising space. The new “Born to Move” platform signals a shift away from advertising focusing on the functional benefits of Dr. Scholl’s products to one that recognizes their role in facilitating freedom of movement. The campaign launch is built around an emotional short film entitled “Her Feet,” which follows the life journey of a girl from birth to adulthood. The dialogue-free film, created by BBDO Toronto, is told solely through images of her feet, incorporating nearly 70 distinct shots of her learning to stand and walk, to splashing through puddles and skipping rope, to more monumental events such as her wedding day and the birth of her own child.
VP, Group Account Director: Stephanie Page Related |
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