When it won the Crocs account, Fort Lauderdale, Florida-based Zimmerman Advertising knew that capitalizing on the love/hate opinions about the ubiquitous shoe would be the perfect way to further leverage the brand. At the top of most lists of polarizing issues are money, religion and politics; loving or hating Crocs has equal footing. By respecting all points of view, fueling the love and disarming the hate became the goal of a campaign—comprised of print, TV, Web and multimedia components—that enthusiastically embraces divergent emotions.