D&AD Brief: Toms
THE BRIEF
The aim of the brief set by the shoe company, Toms (as a part of the D&AD 2016 competition brief) was to inspire a new wave of consumers that purchases can have a purpose, other than making a fashion statement. The company helps improve lives with a simple idea: One for One, where with the purchase of every product, TOMS will help a person in need. This message and its charitable side were to be communicated to 16-25-year-olds.
THE CONCEPT/ IDEA
Toms is recognised as a company that sells shoes made of cloth. The material of the shoes, the canvas is made out of thread. Thread is a metaphor used to symbolise beginnings and connections.Deliverable 1 (Digital):
Social Media Campaign: across three platforms- Facebook, Twitter, and Instagram. The hashtag #startsomethingthatmatters would be consistent across the campaign to inspire the youth to make an impact by buying Toms products. Making it interactive: The target audience can also comment if they have an idea to change the world. Toms will pick the best and make it come true.
Illustrations for Social Media posts:
The thread connecting the illustrations is a symbolises that with every purchase of eyewear, Toms will provide treatment and medication for people with eyesight problems. The captions for each post on social media will explain how Toms makes a difference through their products as well as inform people about the idea challenge.
Toms Roasting company offers premium coffee to provide safe water in developing countries.
For every pair of shoes TOMS sells, they give a pair to a child in need.
Deliverable 2 (Physical): Packaging
An infographic timeline that celebrates and marks the 10-year journey of the company, highlighting and informing the consumers about the one for one movement and that purchases can have a purpose. The cloth (canvas) timeline will be wrapped around the packaging and reveal information as it unfolds. As it would be stitched onto canvas, the consumers can re-use it to make it into a bag or a pouch, unlike a paper sleeve which would be thrown away.
Zoomed in view of illustration stitched onto the canvas.
Shoe Packaging:
The shoe illustration was made into patterns to give the boxes a new and improved look for the company’s 10 year anniversay. A circular box was selected instead of a standard shoe box was selected as an example of disruptive packaging. As the shoes are made of canvas they are bendable and can easily be slipped into the cylindrical boxes.
Eyewear Packaging:
Just like the shoe packaging, the timeline will be wrapped around the eyewear box as well.
Mockups on Social Media: Instagram, Facebook, Twitter
Vertical layouts of the illustrations will be used on Instagram
