The solution needed to be simple and striking while treating the product as the hero of the ad. It also needed to raise awareness about Woz as a shoe brand, within a limited budget.

For fashionistas, envy is a common feeling that runs through the mind of anyone who isn’t wearing the latest collection. So we took the idea of envy further by depicting people’s thoughts about the new Woz collection as pictorial comments, playing on the growing popularity of social media comments used today.

We surrounded the most sought after items from the new collection with brightly coloured comment bubbles to compliment their collection of bright and vibrant shoes. Each bubble contains a small visual metaphor for a common remark one would hear from someone who envies the shoes.

Footfall to the store increased by 27%, while sales of shoes from the new collection went up by 11%.