Crocs
Strategy
Concept creation
Creative direction
Copywriting
Design
Project
Crocs came to CU and my professor Jeff Gillette hand selected me and a couple other students to work on an actual brief. This is the presentation we made and presented at the Crocs headquarters.
The Crocs Punch
Super-fans are adding their own holes
to their Crocs already... so let's design an
official way for them to add that 14th hole...
or 15th, or 16th, or more.
A grippy, Crocs-themed Jibbitz hole
punch will encourage even more self expression
by letting maximalist fans maximize to their heart's content.
And give them more reasons to buy more Jibbitz...
Interactive Ads
These posters are made of Crocs foam. And instead of printing
the Jibbitz on them, we will actually punch holes in the
foam to hold real Jibbitz.
Likewise, our Crocs hole punch will be there to invite Crocs enthusiasts to punch a new hole in their shoe, and take a Jibbitz charm off the ad and place it in that 14th hole.
OOH:
CROCS PUNCH HUNT
The hunt is on. Starting at the Crocs store in Soho, follow the trail of the Crocspuncher through the city.
Trace the path from the subway tiles to the greenery of Central Park in a city-wide scavenger hunt.
Your mission? Reach the end of the trail (Bethesda Terrace) to find the ultimate hole-punching station.
Upgrade your pair with an exclusive, one-of-a-kind Jibbitz available only at the finish line.
Show off your Crocs in a photo booth just for your feet,
because your shoes show your personality.
(At least if they're rocking all the Jibbitz!)
THE CROC PHOTOBOOTH
Social
Using #NeverEnoughJibbitz we will encourage our fans to share how they're going above
and beyond to maximize their self-expression. And celebrate each and every Croc loyalist
who takes the bold move to add that 14th hole, by offering them a free Jibbitz charm to fill it.
EXTRA:
7 Stages of Expression
You've heard of the 7 Stages of Depression...
Introducing "The 7 Stages of Expression."
A pamphlet navigating readers through the 7 unique stages of self-expression experienced when adding personality (holes), to their Crocs with the Crocs Hole Puncher.
Process
Created in collaboration with Campbell Tsung and Jeff Gillette