Introducing a totally original insurance for Sneaker Freaks.To the fashion conscious consumers of Japan we introduced a product that safeguards their fashion investment – their Sneakers.

As a nation of dog lovers, they do not love it when they constantly have to clean their soles. "Sneaker Freaker," a magazine and web site devoted to sneaker lovers (i.e. sneaker freakers), has created an insurance policy called 'Dog Poop Insurance'. Consumers are requested to vote online and the more votes the more 'Sneaker Freaker' will support the insurance claims.

'Dog Poop Insurance' YouTube video received over 30,000 views within a week.During the month of March, it ranked in the 'Top 10' on Yahoo Japan’s popular video ranking and within 3 weeks from its official launch, Google Search reached over 500,000 hits.This effect was not only confined to Japan, with the video being covered by sneaker and fashion blogs from all over the world.The campaign recorded extraordinarily large buzz for an independent magazine.

Woody, the founder of Sneaker Freaker, said, "it’s been the most successful campaign in the history of the brand".