CULTURE
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LEATHER AFTER ALL

CREATIVE & STRATEGY DIRECTION BY MARIO CASTELLANOS

IDEA

Sperry collaborated with Gallo Negro tattoo studio to reach the young target audience through the customized footwear tattooed by the studio artists Anibal Pantoja, Zam Gutierrez, and Isameth Al-Pariah. As a part of the strategy, we organized a launch event, live intervention on shoes, DIY workshops, and presented customized shoes in the department stores in the spring/summer collection. The cooperation with the artists was covered in media and by influencers and created a lot of content for social media.

CONTENT MEDIA

EVENTS

We introduced the collaboration within our Spring/Summer 2015 showcase. We presented the collaboration to media and influencers with a live intervention and DIY customization.

RETAIL DISPLAY

A few weeks after the presentation to media and influencers, we launched an activation in malls where in the purchase of a pair of Sperry a tattoo artist customize your shoes for free. Having this idea a great acceptance in the consumer drove our sales target of those months.