Hush Puppies - The Body Shoe

The Situation

A footwear-industry fad led to a number of companies manufacturing shoes that were purported to enhance the fitness of those wearing them. Hush Puppies was not going to join the fad, but wanted to address the fitness benefits of their own classic styles.

The Solution

Through an extensive conceptual process, we realized a few truths:

1. Hush Puppies shoes are comfortable.
2. When shoes are comfortable, people walk more.
3. Walking is healthy.

This series of ads pokes fun at the outlandish claims of the fad, then backs it up with the realities of life: move easier, move more, move healthier.

These truths also led to the tagline that resonated all over the world due to its simplicity and honesty: Smart move.

The Result

Hush Puppies saw a large increase in sales attributed to this campaign. I cannot publicly divulge what that increase was, but I promise I was happy with it. More important, so were they.