The idea behind the campaign is to celebrate the Filipinas that continuously lift and empower our nation, helping to bring us the well-embraced independence we enjoy to this day. The heel of the shoe depicts a story of the many independent women literally lifting themselves along with our country through their nurturing, quiet, or authoritative strength.

This “uplifting” is also symbolized by a woman’s heels carrying the weight of her daily struggles and achievements.

Produced in life-like 3D imaging, each woman is depicted in tedious detail, representing a different female heroine, whether by occupation, lifestyle, or general character. These women, who are in no way special, are in every way extraordinary. We see their spirit in each and every one of us that chooses to step forward for our nation everyday and say, “I am strong, and I am free.”

The idea behind the campaign is to celebrate the Filipinas that continuously lift and empower our nation, helping to bring us the well-embraced independence we enjoy to this day. The heel of the shoe depicts a story of the many independent women literally lifting themselves along with our country through their nurturing, quiet, or authoritative strength.

This “uplifting” is also symbolized by a woman’s heels carrying the weight of her daily struggles and achievements.

Produced in life-like 3D imaging, each woman is depicted in tedious detail, representing a different female heroine, whether by occupation, lifestyle, or general character. These women, who are in no way special, are in every way extraordinary. We see their spirit in each and every one of us that chooses to step forward for our nation everyday and say, “I am strong, and I am free.”

Our main criteria for success was engagement. The brand awareness was great – we love that our audiences loved the shoe – but we wanted quantifiable interaction with our brand.

We got it. In just 48 hours, we measured over 500% spike of likes across our social channels

In addition, the Shoe, generated lead-in foot traffic beating same date from previous years, but most importantly, the shoe drove sales, tripling the 2014’s sales.

It grabbed the attention of the women who we wanted to give a special tribute to, our country’s everyday heroines who continuously empower us with their courage. Honoring the independent Filipina, from the mothers, sisters, and daughters to the businesswomen, homemakers, and leaders alike, as our way of gratitude for uplifting our nation.