adidas — Global PR Award
Global award for PR response
Conceptualized placing shoes outside Iranian embassies globally to represent women missing during protests for equal rights.
Situation & Strategy
I responded to a global brief calling for a PR campaign that needed to be highly talkable, memorable, and above all, cost-effective. The strategy was to bypass traditional paid media channels in favor of a powerful, visceral real-world activation that would naturally generate earned media and public discourse.
Tactics
The concept required a strong visual anchor that could be replicated globally with minimal budget but maximum emotional resonance.
Action
I conceptualized the idea to place pairs of empty shoes outside of Iranian embassies worldwide. The shoes served as a poignant, silent representation of the women who have gone missing during the protests in Iran fighting for women's equal rights.
Results
- Received a global award for the response to the brief, delivering a deeply impactful, memorable, and cost-effective PR concept.
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