News

VCCP puts shoes through ‘Demonstrations of Lightness’

A digital and print campaign by VCCP for Melbourne footwear label Rollies plays on the lightness of the shoes by weighing them up against various objects.

A video series of ‘demonstrations in lightness’ created by VCCP in collaboration with Sydney photographers the Pool Collective, sets different pairs of Rollies on a balance beam to weigh them up against various objects. The videos on the Rollie YouTube channel suggest the 320g shoes are lighter than a pair of bananas, nodding dogs, a spinning top, and a live dove dyed pastel pink to match the shoes.

Dean Hunt, creative director at VCCP, added “The best campaigns are the simplest campaigns and we think this work for Rollie has that at it’s core: taking a simple product fact and turning this into a series of beautiful comparisons with everyday items.”

A catalogue for the Australia and New Zealand campaign features Master Chef season four winner Andy Allen in a pair of brogue black patent Rollies to wear to the races and Australian popstar Gotye, who wore another pair when he collected his ARIA awards.

Shoe designer Jean Vince Lebon who founded the brand launched in 2011 set out to create stylish, ultra-light shoes in a fun colours “for the young at heart”. He said: “The work is the perfect reflection of our brand and what makes Rollie’s so special.”

 

Rollie demonstrations of lightness VCCP

 

VCCP is also the agency behind the Compare the Meerkats campaign for Compare the Market.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.