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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:
Clubfoot, a congenital abnormality leading to misshapen feet, affects 1.3 million people in India. Due to the limited surgical options available and the high cost of custom footwear, many people face reduced mobility, dignity, and opportunities.

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.