"Heinekicks" is a sneaker concept developed by the creative agency and expertly crafted by the renowned shoemaker Dominic Ciambrone from The Shoe Surgeon. With just 32 pairs in existence worldwide, this remarkable sneaker has become an exclusive must-have for sneaker enthusiasts and collectors alike.

"Heineken Experience Silver" is a fashion brand in Thailand that imported only one pair into the country, in size 9 US. Now the question is, how can we locate the right individual to become the owner of this one-of-a-kind pair of Heinekicks?

"THE ADS THAT YOU CAN KICK"

The idea is to find the Cinderella fit for these sneakers; only those whose foot size matches perfectly will have a chance to own them. So, we created an advertisement encouraging everyone to kick and measure their foot size. It's a simple process - just place your foot on the foot sizer, and if it fits, snap a photo and share it on social media for a chance to win this ultimate limited edition pair of sneakers.

We are devising a strategy to engage our target audience, including sneakerheads and collectors alike, in our campaign. We believe that individuals in these groups enjoy showcasing the shoes they wear on social media. Therefore, the strategy of stepping on posters to measure shoe size is akin to having them exhibit the shoes they're wearing themselves. Street posters are strategically placed throughout the fashion areas of Bangkok.

We created a poster to measure shoe size 9 US. Bombard the city.

5 locations throughout Bangkok: Ari, Phaya Thai, Ratchathewi, Mochit, and Ekkamai.

All you have to do is kick to measure.

Take a picture

and share it on social media.

If the size is correct, you have a chance to win this pair of Heinekicks.

We decision to design posters using the most basic material, paper, and encourage people to step on them aligns perfectly with the street fashion subculture.

We print waterproof street posters for measuring shoe sizes in A3 size. The price per sheet is 0.28 USD.

New brand Heineken Experience Silver achieves a 325% increase in awareness

and media value worth 3 million baht.

The culture of old-fashioned thinking in Thailand is 'feet' representing something low, not to be raised high or touched by anything, considered uncouth. However, we want to show that this mindset is outdated because the target audience of the brand is the new generation. Therefore, stepping on our advertisement with 'feet' represents the brand's message of breaking through.