Our film showcases how Birkenstock utilized its first-ever global brand campaign to raise awareness for foot health. The campaign, titled "Ugly for a Reason," capitalized on the pandemic-induced lockdown and the trend of "ugly" or "dad" shoes to bring attention to this often overlooked healthcare issue.

The campaign included a three-part video series, print and digital takeovers, audio spots, and social extensions that educated audiences on the importance of footwear in maintaining foot health. With striking visuals and insights from distinguished scientists, orthopedic experts, and historians, the video series explored the role of feet in human evolution, ways to protect foot health, and Birkenstock's revolutionary role in the industry.

Our innovative approach involved placing ads with images of feet across all properties, making it impossible to ignore foot health.

"Ugly for a Reason" was not just a brand campaign; it was a call to action for better foot health.

Our feet are the most used and abused part of the human body. These intricate extremities account for over a quarter of all the bones in our body, yet we tend to neglect them.

Despite inventing the “fussbett” or footbed (an insole that was a milestone in podiatry and the foundation of all modern footwear), Birkenstock is often perceived only as a shoe company rather than a foot health company — something it wanted to change. "Ugly for a Reason" is Birkenstock's first-ever global brand campaign tackling the importance of foot health by bringing it to the forefront of public consciousness and revealing the critical role Birkenstock plays in maintaining it.

Grounded in Birkenstock’s ethos that footwear should be designed for functionality not fashion, the campaign's journalistic video series features experts explaining how Birkenstock footwear is created for a significant purpose - to complement human anatomy, despite its "ugly" appearance.

Eighty-seven (87%) of people experience foot problems at some point in their lifetime, often due to poorly fitting shoes. "Ugly for a Reason” was a call to action for better foot health on a global scale.

Our campaign reached over 140 million people around the world, turning foot health into a global conversation with coverage in Adweek, Insider, as well as notable health & lifestyle publications. Leading podiatrists capitalized on the campaign's widespread coverage to advocate for and increase awareness of foot health, ultimately recommending Birkenstock as a top choice for optimal foot support.

Among viewers, 83% reported learning something about foot health, and 77% expressed an interest in purchasing Birkenstocks. Even more impressive, over two-thirds of viewers expressed an intent to learn more about foot health, with 69% becoming newfound ambassadors for foot health, spreading the word about the benefits of Birkenstock to friends and family.

The rise of conventionally unattractive shoes such as 'Dad Shoes,' Crocs and Balenciaga's luxuriously ugly styles, has been going on for years. The pandemic-induced lockdown accelerated this trend, as people sought health and comfort while staying at home. This ignited a cultural moment that Birkenstock, a shoe brand that champions foot health, could take advantage of in a post-lockdown world.

Our campaign showed that Birkenstock was not just another brand capitalizing on the "ugly" shoe trend. Rather, Birkenstock had a higher purpose behind its design; it’s "Ugly for a Reason." This message resonated with consumers, especially those prioritizing health and wellness in this new world.

By linking Birkenstock's product to a larger cultural conversation around health, our campaign successfully communicated the importance of foot health to consumers. As a result, it helped Birkenstock connect with a wider audience who valued both style and foot health, making it well-received among consumers.