In these Audio stories/podcast we used a different angle to tell the story of iconic figures whose shoes are also portrayed in the linked print/outdoor campaign “KIWI®? First steps.”

The commercials don’t rely on making a generic list of overall accomplishments, but focus on one story–one moment in time that was central to our heroes’ greatness. These are famous people, after all. And we already know most of their stories. So, we wanted to narrate that moment when they had to make a stand. When they started to change the world for the better. And we wanted our audience to feel what it was like to be in their shoes. When they could have walked left or right. This is where the shoe rubber literally met the road. This is where most of us would fail. Or find inspiration to take our own first step.

In these Audio guide/Radio commercials we used a different angle to tell the story of 6 different, iconic figures whose shoes are also portrayed in the linked print/outdoor campaign “KIWI®? First steps.”

The commercials don’t rely on making a generic list of overall accomplishments, but focus on one story–one moment in time that was central to our heroes’ greatness. These are famous people, after all. And we already know most of their stories. So, we wanted to narrate that moment when they had to make a stand. When they started to change the world for the better. And we wanted our audience to feel what it was like to be in their shoes. When they could have walked left or right. This is where the shoe rubber literally met the road. This is where most of us would fail. Or find inspiration to take our own first step.

SC Johnson is a privately held company and does not share campaign or business results.