LEG UP

Whenever someone buys a pair of shoes from TOMS, the company donates a pair to a child in need. Because TOMS is handling the shoes, we give people the opportunity to complete the outfit by donating clothes to the needy.

CD: Vicky Jacob-Ebbinghaus (Freelance) /CW: Nathaniel Mayer / CW: Marcelo Duarte / AD: Bronco Wewer / AD: Nika Gujejiani

Challenge: For every shoe you buy, TOMS donates a pair to a child in need. How do we use what TOMS already has to help consumers become actively engaged in the company’s philanthropic mission?

Idea: TOMS is handling the shoes. What if TOMS customers could take care of the rest of the outfit?

Execution: We turn TOMS shoe boxes into postage-paid shipping packages, which customers can use to ship clothing back to TOMS, who then donate it to people in need. We also use the boxes to raise awareness about the communities TOMS serves, and as a gateway to easily-shared social media content.

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