A diversity campaign for solving the problem of ageism
About
are ageist against older people
Experiencing ageism is not only painful, but also poses a serious threat to the wellbeing of older adults by predicting negative mental health outcomes such as depression, anxiety and stress.
1 in 2
people
Strategy
Introducing "Young Soles" a campaign that allows Crocs to celebrate diversity and embrace individuals of all ages.
Simple yet suggestive print ads showcasing multigenerational imagery, highlighting older individuals in their natural element, enjoying life.
Campaign Overview
While Crocs is often seen as a flashy brand associated with Gen Z, many forget that they are also incredibly comfortable to wear.
Insight
Strategic elevator placement to enhance engagement and maximize the value of the campaign
Adult content ahead
Putting up posters behind seats that are reserved just for old people
Reserved for the elderly
Crocs has the 3rd largest store at Times Square, New York
For the 3rd largest reach
As of 2024 the '#grandmacore' is trending on TikTok and has about a million views and they only keep increasing as we speak.
#Grandmacore
Collaborating with trending Grandmothers on TikTok for maximum social media reach
For maximum visibility
Placing print ads across streets, malls, and transit hubs such as train stations and bus stops for maximum reach and engagement