The goal was, that whenever the target group members think of high-quality handmade shoes, they should have my-shoemaker on their mind. The poster is the exact translation of this thought: having shoes on one's mind.

If shoes are being advertised using a model, it comes naturally, that they are at the bottom of a poster. Regarding this, we did everything differently and put the product in the center of attention: So we cut the picture of the model wearing the shoes in half and rearranged it in a way, that he was standing on his own head – with the shoes being in the center of the poster. Hence this gave us the possibility to create a mosaic, using multiple posters being placed one above the other - and next to each other.

During the campaign period, traffic on my-shoemaker.com rose by 66 percent, sales increased by 31 percent.