"Heinekicks" is a sneaker concept expertly crafted by the renowned shoemaker Dominic Ciambrone from The Shoe Surgeon. With just 32 pairs in existence worldwide, this remarkable sneaker has become an exclusive must-have for sneaker enthusiasts and collectors alike.

"Heineken Experience Silver" is a fashion brand in Thailand that imported only one pair into the country, in size 9 US. Now the question is, how can we locate the right individual to become the owner of this one-of-a-kind pair of Heinekicks?

"THE ADS THAT YOU CAN KICK"

The idea is to find the Cinderella fit for these sneakers; only those whose foot size matches perfectly will have a chance to own them. So, we created an advertisement encouraging everyone to kick and measure their foot size. It's a simple process - just place your foot on the foot sizer, and if it fits, snap a photo and share it on social media for a chance to win this ultimate limited edition pair of sneakers.

We are devising a strategy to engage our target audience, including sneakerheads and collectors alike, in our campaign. We believe that individuals in these groups enjoy showcasing the shoes they wear on social media. Therefore, the strategy of stepping on posters to measure shoe size is akin to having them exhibit the shoes they're wearing themselves. Street posters are strategically placed throughout the fashion areas of Bangkok.

We created posters to measure shoe size 9 US and placed them throughout the city at 5 locations: Ari, Phaya Thai, Ratchathewi, Mochit, and Ekkamai. Designing posters using the most basic material—paper—and encouraging people to step on them aligns perfectly with the street fashion subculture. All you have to do is kick to measure, take a picture, and share it on social media. If the size is correct, you have a chance to win this pair of Heinekicks.

We print waterproof street posters for measuring shoe sizes in A3 size. The price per sheet is 0.28 USD.

New brand Heineken Experience Silver achieves a 325% increase in awareness

and media value worth 3 million baht.