Meet the Sheep Which Made Your Shoes in Allbirds Ad

Allbirds – Meet the Sheep Which Made Your Shoes in Allbirds Ad

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Production Company SMUGGLER

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Credits

Production Company SMUGGLER
Grade MPC Los Angeles
Editing Company Arcade Edit LA
Sound Design One Thousand Birds
Chief Creative Officer Josh Fell
Director Bjorn Ruhmann

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Was your morning egg was laid by a happy free-range hen or a miserable battery-farmed fowl? And that T-shirt you're wearing, is it organic cotton or a polyester blend, stitched by a Filipino toddler in a sweatshop?

In the wake of scandals such as horsemeat burgers and the Rana Plaza collapse, today's consumer is pretty woke about where the products they're buying come from.

Now, San Francisco-based brand Allbirds has taken this to absurd lengths in a new campaign, which highlights the sustainable, natural materials used in its footwear.

Created by Anomaly Los Angeles, MeetYourShoes.net is an interactive experience that introduces purchasers of two Allbirds styles - the Wool Runners, created from ZQ-certified merino wool, and the Tree Runners, sourced from FSC certified eucalyptus trees - to the actual sheep and trees which 'made' their individual pair of shoes.

Entering a product code into the site links you to a live feed of a flock of sheep or a forest, with an arrow pointing to identify 'your' personal sheep or tree. Interactive tools then let you get to know them a bit better, from their age to their personality type: in fact, right down to the ability to 'pet' them with a virtual hand.

The campaign also includes two offbeat films, Sheep Meeting [top] and Tree Meeting [below], helmed by Smuggler’s Björn Rühmann, featuring people who are, all of a sudden, compelled to stop what they're doing, get on a plane, and track down the source of their shoes.

“No other shoe company can say, with pride, where your shoes come from,” said Josh Fell, chief creative officer at Anomaly Los Angeles. “But Allbirds can. Because they come from nature. From trees. From sheep. From sugar. Brilliant and simple. In a world where consumers can, and should, question the source of their products we built a platform inviting you to actually meet your shoes.”