Responses by Anomaly
Background: In San Francisco–based footwear company Allbirds’ new campaign, we invite people to “Meet Your Shoes”, an invitation that no other shoe brand can extend. The film and out-of-home work shows that behind every Allbirds shoe, there is a materials story, starting with a tree or a sheep. With help from Built by Mechanic, the digital experience gives users a chance to actually meet their shoes by showing them the material that made it.
Highlights: It was important that the site design did not get in the way of users meeting their shoes. Meetyourshoes.net is built as a window into where our shoes come from, so we kept it simple with playful pop-up modules to keep the experience interesting.
Navigational structure: There is very little navigation on this site, by design. It was built around a randomized linear structure. The user is posed questions, but can’t really control where the conversation goes. It’s all part of the fun.
Alternative approach: The site is built to have flexibility with the modules, so we really wouldn’t have the need to start over, but if we wanted an alternative approach, we’d simply continue to add modules, keeping the conversation random, fresh and fun.