KEEN - Consciously Created

KEEN makes outdoor shoes that are actually good for the outdoors. What a concept, right?

We brought awareness to the brand and its purpose through Instagram ads.

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People could reconstruct barren areas with Instagram stickers. Then we picked the best ones and brought them to life.

Original Photo

Sticker Redesign 

on Instagram

KEEN's Real-Life Redesign

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KEENs are made from re-used plastic, so we collected plastic bottles with a vending machine that would reward every 100th person with a pair of shoes.

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To minimize waste, we started a subscription program where people could send in old shoes and get a new pair made from its recycled materials.

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COVID-19 RESPONSE

During the Coronavirus pandemic, we donated 100,000 pairs of shoes to the workers who kept society running: doctors, postal employees, grocery store clerks, etc.

We announced the program launch on our site:

Recipients were chosen based on a public nomination form:

Nominated people then received a code for a free pair of KEEN shoes:

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Agency: Division of Labor

Role: Copywriter

Consciously recreated KEEN's brand with: 

Josh Denberg (Executive Creative Director), Faruk Sagcan (Art Director), Ryan Lockhart (Designer)

*Presented to client but not selected, except the Covid-19 Response campaign.