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Anomaly LA, Smuggler Director Rühmann Let Us Meet Our Shoes At The Source For Allbirds


Robert Goldrich
Thursday, Nov. 1, 2018


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In its first work for the San Francisco-based material innovation brand Allbirds, Anomaly Los Angeles launches Meet Your Shoes, an integrated pre-holiday campaign that breaks today across digital video, cinema, streaming audio, social, and outdoor media. Meet Your Shoes highlights Allbirds’ original Wool Runners, made from ZQ-certified merino wool and the Tree Runners, sourced from FSC certified eucalyptus trees. Both shoes utilize natural and recycled materials, such as laces made from recycled plastic bottles and insoles developed from castor bean oil. As Allbirds’ largest marketing effort to date, the campaign invites the public to meet the source of their shoes.

Included in the campaign mix are offbeat humorous films directed by Björn Rühmann of production house Smuggler featuring characters who are compelled to literally “meet their shoes” at the source. In this ScreenWork selection titled “Sheep Meeting,” we meet the Wool Runners shoes in their purest form.

“No other shoe company can say, with pride, where your shoes come from,” said Josh Fell, chief creative officer at Anomaly LA. “But Allbirds can. Because they come from nature. From trees. From sheep. From sugar. Brilliant and simple.”


Client Allbirds Agency Anomaly LA Production Smuggler Björn Rühmann, director; Benjamin Kitchens, DP. Editorial Arcade Greg Scruton, editor. Color MPC Finishing Timber Music Walker Sound Design One Thousand Birds Audio Post Lime Studios Matt Miller, mixer.

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