Infinity is the name of the new top-tier condo complex in San Francisco’s SOMA district from mega-developer and D/C client Tishman Speyer. And “Nothing Less Than Infinity” is the name of the complex’s new campaign. In a single, hard working photograph, each of the handsome D/C-created ads manages to simultaneously celebrate both the luxe interiors of the curved, green-glass towers and the deluxe exteriors of its neighborhood, home to some of the city’s great restaurants, shopping and bay views. The campaign, for which D/C is also handling media, has just launched in Bay Area newspapers, magazines and out-of-home.
The major party candidates blab about bringing America together, but now there is a footwear company that literally walks it like those guys talk it.
What began as a fun mini-campaign touting Birkenstock’s presence at the WSA trade show was so well-received it has been expanded into a national consumer print and online campaign. Judging by the flood of email feedback, the campaign is instantly gaining traction, especially as presidential marketing slips into negative mode.
While a political theme — even if it’s non-partisan and tongue-in-cheek — may seem unexpected, Birkenstock has long been assigned political connotations (e.g., the reporter’s shorthand for committed progressives, “Birkenstock-wearing liberals”). At the same time, research shows the brand is overwhelmingly associated with good feelings, which tend to start in a consumer’s previously aching feet but rapidly travel to his or her overall mood.
So perhaps it was not so far-fetched for Birkenstock’s campaign managers at Duncan/Channon to bring politics and positivity back together on behalf of this perennial candidate for your comfortable, casual choice of sandals. But, of course, we invite all Americans to vote with their feet.
Deep down, most people feel like they still have a little rocker inside them. And these D/C-created brand ads, running in travel-related pubs (the one above targets the tropical traveler — not to mention red-blooded hetero men), reminded them that, no matter what city they’re going to, there is only one place to literally and figuratively feed that rock ’n’ roll jones.
At Birkenstock, they believe that everything should last a long time. Starting with their customers. In this, their first national print campaign, D/C invites consumers to not only see their sandals as surprisingly stylish, but also as little fitness centers for their feet.
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