Give us the shoe: tbd. promotes Vögele Shoes recycling program
Vögele Shoes re-launches its recycling program. The agency tbd. developed the entire concept and created a campaign for this.
Almost 150 million tons of clothing and shoes are sold worldwide every year. After they are worn, 85 percent of them end up in landfills or are incinerated instead of being returned to the product and material cycles. This places an excessive burden on the environment and drains resources from the cycle. The burden could be reduced with broad-based recycling.
The issue of sustainability is also close to Vögele Shoes' heart. That is why the company has decided to strengthen and relaunch its recycling program in collaboration with its renowned global partner I:CO. The focus is on returning used shoes and bags to the stores in exchange for shopping vouchers.
The tbd. agency developed a consistent concept for this, from label to advertising. Starting with a recycling label for Vögele Shoes, which is used in the appropriate context instead of the brand logo. Under the motto "Every shoe tells a story. With recycling, a new one begins." the agency developed various measures for in-store application, from throw-in boxes to special labels. A modular system consisting of a headline and the box as a key visual is used for advertising.
The campaign launched last week with a promotion and will subsequently be used on social media and in various print applications.
Responsible at Karl Vögele: Sabine Schwärzler (Head of eCommerce & Marketing), Ramona Glaus (Content Management), Madeleine Metzger (Marketing). Responsible at tbd.: Tom Seinige, Sandro Nicotera, Maurus Zehnder, Roland Hess (creation), Bruno Gossweiler (DTP), Susan d'Erlanger, Alexandra Niggeler (consulting), José Ledesma (3D and compositing).
