Silver
Creative Strategy
Health Care and Pharmaceuticals
| Entrant: | McCann Worldgroup, Gurgaon |
| Brand: | Buckaroo Footwear |
| Title: | "Fit My Feet" |
| Corporate Name of Client: | Buckaroo India |
| Client Company: | Buckaroo India, Mumbai |
| Client President: | Kinjal Savla |
| Client Supervisor: | Tushar Chikhalkar |
| Agency: | McCann Worldgroup, Gurgaon |
| Global Chief Creative Officer: | Javier Campopiano |
| Chief Creative Officers: | Prasoon Joshi/Adrian Botan/Valerie Madon |
| Executive Creative Director: | Ashish Chakravarty |
| Senior Creative Director: | Vikram Dhembare |
| Creative: | Sanket Kalgaonkar |
| Copywriters: | Shivali Vegad/Aaryan Nath |
| Senior Art Director: | Pratik Jagtap |
| Art Director: | Akshay Rane |
| Agency Editor: | Piyush Bihade |
| Agency Production Manager: | Robert Joseph |
| Agency Digital Creative Head,National & CreativeHead, Mumbai: | Abhinav Tripathi |
| Agency Director - Creative Excellence: | Meraj Khan |
| Agency Corporate Communications Director: | Meraj Khan |
| Production Company: | Viem Company, Mumbai |
| Director: | Vineet Mahajan |
| Designer: | Matt van Leeuwen |
| Photography Studio: | ANClicks, Mumbai |
| Photographers: | Akshay Gaikwad/Somadatta Nhawkar |
| Illustrator: | Satish Telenge |
| Retoucher: | Nitin Sawant |
Description:
To address this issue, we developed FitMyFeet, a design kit for creating custom flip-flops for individuals with clubfoot. The kit is designed to be used with the traditional tools of India's street cobbler network, making it both customizable and cost-effective.
Each pair of flip-flops costs only USD 2.40. The walls behind the street cobblers have been used as a means of advertising, by painting them with vibrant street art.
FitMyFeet operates on two levels: 1. Design Solution: The kit includes two sheets of rubber soles (one hard and one soft), tracing paper, and adjustable straps, allowing for footwear to be cut to any shape or size. 2. Cultural Solution: The kit is tailored to work with the traditional tools of street cobblers, part of India's 30-million-strong unorganised labour force. This collaboration ensures cost-effective production and distribution.
We started designing the kits in collaboration with orthopaedic doctors and footwear designers late last year, and early this year we started testing them with street cobblers. Once the material testing and learnings were finalized, the kits were launched with a test-market in Mumbai.
Since then, over 228,000 custom flip-flops have been distributed through 4,500 street cobblers, with plans to expand nationwide by the end of the year. FitMyFeet not only provides affordable, customized footwear but also creates a new revenue stream for cobblers and enhances mobility, opportunity, and dignity for its users.