SUB CATEGORY :

HEALTH & WELL-BEING

ENTRANT COMPANY :

MCCANN WORLDGROUP INDIA, MUMBAI

TITLE :

FIT MY FEET

BRAND :

BUCKAROO FOOTWEAR

ADVERTISER :

BUCKAROO FOOTWEAR

AGENCY :

MCCANN WORLDGROUP INDIA, MUMBAI

CHIEF CREATIVE OFFICER :

JAVIER CAMPOPIANO/PRASOON JOSHI/ADRIAN BOTAN/
VALERIE MADON

EXECUTIVE CREATIVE DIRECTOR :

ASHISH CHAKRAVARTY/ABHINAV TRIPATHI

CREATIVE DIRECTOR :

VIKRAM DHEMBARE

ART DIRECTOR :

SANKET KALGAONKAR/PRATIK JAGTAP/AKSHAY RANE

COPYWRITER :

AARYAN NATH/SHIVALI VEGAD

AGENCY PRODUCER :

ROBERT JOSEPH

DESIGNER :

VIKRAM DHEMBARE/MATT LEEUWEN

PHOTOGRAPHER :

AKSHAY GAIKWAD/SOMADATTA NHAWKAR

DIRECTOR :

VINEET MAHAJAN

EDITOR :

PIYUSH BIHADE

ILLUSTRATOR :

SATISH TELANGE/SANKET KALGAONKAR

RETOUCHER :

NITIN SAWANT

MARKETING COMMUNICATION DIRECTOR :

MERAJ KHAN

CAMPAIGN SUMMARY :

FitMyFeet exemplified a sustainable approach to health and well-being by addressing the mobility challenges of individuals with clubfoot. Through a customizable flip-flop kit priced at USD 2.40, the campaign empowered underserved populations while creating a new self-sustaining revenue model for Indian cobblers. By integrating orthopaedic insights, and a decentralised distribution model, the initiative fostered dignity, mobility, and economic equity. Over 228,000 pairs were sold, improving lives and livelihoods across India.

CREATIVITY/IDEA/INSIGHT :

The creativity of FitMyFeet works on two levels:
The Design Solution The FitMyFeet kit is a unique DIY design solution to make custom flip-flops. Packed with two sheets of rubber soles (one hard and one soft), tracing paper and adjustable length straps, this kit allows footwear to be cut to any shape or size.
The Culture Solution: The kit has been uniquely designed to work with the centuries-old tools of the street cobblers of India. Part of the 30-million unorganised workforce of the country, the cobblers allow for a cost-effective means of production and distribution.
Merging traditional cobbler tools with modern healthcare needs, created a solution that was both practical and sustainable. The design minimised waste and ensured longevity, while vibrant street art promoted the campaign locally and authentically.

STRATEGY :

The strategy focused on low-income individuals with limited access to medical or footwear solutions. Living with clubfeet results in the loss of not just mobility, but also opportunity and dignity.
Thus, the approach was not just to create a design that could provide bespoke footwear for the problem, but also to make it cost-effective, widely distributable, and scalable. This is why the FitMyFeet kit was specifically designed to work with the vast street-cobbler network of India.
By empowering cobblers as distributors and customisers, the campaign created a sustainable supply chain. Hyperlocal advertising through street art ensured awareness and cultural connection.

EXECUTION :

Launching in Mumbai in February 2024, the campaign scaled to over 4,500 cobbler stalls since then. Kits included durable materials and visual instructions to ensure accessibility. Cobblers’ stalls, enhanced with vibrant street art, became both retail spaces and promotional platforms.

RESULT :

FitMyFeet achieved remarkable success: 228,000 pairs sold at USD 2.40 each, over 4,500 cobblers activated, and heightened mobility for users. The sustainable design and distribution model minimised waste, making it a replicable and impactful solution for communities worldwide.
The campaign fostered dignity and economic empowerment, transforming perceptions of both clubfoot and traditional cobblers.
This also led to the creation of Buckaroo as the brand that took a significant step toward realising the idea of “footwear for all,” fostering a positive and inclusive image for the brand.