Foot care communication is normally very direct and not entertaining at all. The strategy was to go on the opposite way turning a serious issue into a funny message that general people could easily relate to.

Brazil is worldwide famous for its beach culture and therefore the usage of flip-flops. The campaigns became very unique over the years for its artistic design and cool art direction with powerful shapes and colors. So we saw an opportunity of surprising the target with a parody that showed the consumer of flip-flops (almost every Brazilian) the importance of a healthy foot, especially when it’s showing.

The art direction was inspired on famous flip-flop brands but with a main difference: the handmade drawings represented bacteria, fungus and all kinds of foot diseases.