Birkenstock sought to ignite interest in the South African market, particularly in Johannesburg, by highlighting what makes the brand unique. However, there was a challenge: in Johannesburg, Birkenstock was stereotyped as "those sandals old white women wear." The task was to reshape this perception and make Birkenstock relevant to the local audience.

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The solution lay in the sole of every Birkenstock sandal—the iconic bone-patterned footbed. This became the cornerstone of the summer campaign, blending the signature pattern with vibrant South African designs. The result was a fresh, localized aesthetic that reintroduced the brand in a relatable and culturally resonant way.

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The campaign partnered with three of South Africa’s leading fashion influencers, each adding their distinctive flair. Content was rolled out across multiple platforms, including social media, Google Display Network (GDN), newsletters, PR, the Birkenstock website, and in-store displays. The campaign achieved remarkable success, exceeding performance metrics and earning a finalist nomination at the Loeries.

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As the Lead Art Director, I was deeply involved at every stage— conceptualising the campaign, overseeing the production process, and finalizing content for distribution. My role ensured cohesive storytelling and high-quality execution across all touchpoints.