Advertising · EssenceMediacom
adidas — Global PR Award
Global award for PR response
Pitched a campaign placing empty shoes outside Iranian embassies worldwide to represent women missing during protests.
Situation & Strategy
I answered a global brief for a PR campaign that had to be memorable, cheap, and get people talking. Instead of paying for media, I wanted a visceral real-world activation that would generate its own press.
Tactics
We needed a strong visual anchor that anyone could replicate globally on a minimal budget, but that still carried emotional weight.
Action
I pitched placing empty pairs of shoes outside Iranian embassies worldwide. They were a silent representation of the women who disappeared during protests for equal rights in Iran.
Results
- Won a global award for the pitch, delivering a concept that was impactful, memorable, and didn't rely on a massive budget.
This case is written to the same four-part structure as 7 others. Read any one phase across all 8.
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