Because their bones aren't fully formed, children's feet are soft like clay. A good fitting shoe can help mould them into the right shape.In this ad we see strange clay blocks moving through an unusual factory. Eventually two halves of a mould clamp together around the clay blocks. The moulds are two halves of a Clark’s kid's shoe; when the moulds separate, the clay block is transformed into a healthy child's foot.The key message is that, in the long term, a perfect fitting shoe will help make perfect feet.

To explain this in a way that is both informative for parents and entertaining for children, we devised the Foot Shaped Cookie Cutter and Recipe Booklet. The cookie dough is simply a metaphor for the softness of kids’ feet. So the Foot Shaped Cookie Cutter demonstrates how Clarks can help make perfect feet. These dimensional packs were mailed out to 2000 potential customers.

The response was overwhelmingly positive. Mums visited Clarks stores to thank them and buy new shoes. Many parents who hadn’t received the mailer visited stores requesting the Cookie Cutters for their kids.

The positive feedback wasn't just from customers, the client also had this to say:"Obviously with an educational or branding exercise like this, the results are not just short term. But the comments received from customers really speak for themselves" - Clarks Marketing Manager