Toms
A pair of shoes hangs on a wire. Everyone knows the image and the story behind it—lives lost to drugs and violence on the very streets over which those shoes hang. From the south side of Chicago to cities around the country and around the world, the symbolism is destructive and undeniable. But what if we cut down those shoes and cut off the violence at its source with a pair of TOMS?
Art Director: Alan Chen, Andy Pham Copywriter: Edgar Acosta, Nate Nicholas
App/ Microsite
Wherever shoes hanging on a line appear, people can flag them for removal using our app. For every pair taken down, a pair will be donated to Kicks for Clips, a TOMS initiative to reduce gun violence in our communities.
Partnership
Partnering with law enforcement agencies and major shoe retailers like Nike and Adidas, we'll provide shoes as additional incentive for local gun exchange programs.
In-Store Display
In lieu of a traditional display, we'll raise awareness forthe campaign by hanging shoes from lines across the store.
Product/ Social Media
Your purchase is providing a pair of shoes to the Kicks for Clips program to make our communities safer. Wear this bracelet and share your support on social media by using
#SolesOnTheLine