Creative ExecutionAthlete's foot is a seriously infectious and contagious parasitic fungus. Many people simply do not realise how toxic and transmittable it is. To dramatise this we created a series of 3D shoe sculptures - the breeding ground for athletes foot - and placed them within heavy-duty quarantine cages, complete with hidden microphones to capture the sounds of the growth! People could then inspect the results of the disease themselves, with the infection safely locked up behind glass.

ResultsThe action only began in April and is still running so quantitative data cannot yet be collated. However all samples and flyers were taken within the first few days and the in-store response has so far been fantastic.