SUB CATEGORY :

CONTEXTUAL INSIGHT

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 by Buckaroo demonstrated strategic excellence by addressing the complex issue of clubfoot in India. The campaign’s objective was to provide an affordable, scalable footwear solution while leveraging India’s unorganized street cobbler network. By integrating orthopaedic insights, traditional craftsmanship, and vibrant street art for local promotion, the campaign redefined how grassroots collaborations could address public health challenges. Over 228,000 customized flip-flops were sold, empowering 4,500 cobblers and enhancing mobility for users, achieving both social and economic impact.

INSIGHT :

The core insight was the realisation that individuals with clubfoot in India often faced both mobility and social challenges due to the unavailability of affordable, custom footwear.
The cultural insight was the presence of a deeply rooted yet underutilised network of street cobblers in India, which could be leveraged to create a one-of-a-kind distribution and customisation channel.
Using these two strong insights the campaign designed a flip-flop kit in collaboration with orthopaedic experts, and footwear designers, that could work with the traditional tools of street cobblers to make bespoke yet affordable footwear.

STRATEGY :

The strategy revolved around designing an affordable, customisable product that could integrate seamlessly with the tools and skills of India’s cobbler network. Hyperlocal promotions through vibrant street art behind cobbler stalls reinforced visibility and trust. This strategy not only empowered cobblers but also positioned FitMyFeet as a community-centric solution, enhancing brand affinity.

CREATIVITY IDEA :

The creative idea 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

EXECUTION :

The campaign was executed in phases, beginning with a pilot in Mumbai in February 2024 and scaling to 4,526 cobbler locations. Visual instructions in the kits ensured accessibility across literacy levels. The vibrant street art amplified awareness while ensuring hyperlocal relevance.

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 campaign fostered dignity and economic empowerment, transforming perceptions of both clubfoot and traditional cobblers.
This 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.