Deadly from Under a Foot
Softspikes is one of the world's most successful golf cleat brands. It single-handedly helped move millions of metal-spiked duffers into softer, more easily replaceable plastic soft spikes. As the game evolved again, the brand faced new pressure from an upstart "spikeless" cleat manufacture. I helped tee up the strategy which inevitably launched this educational campaign that worked in digital and print and addressed, head on, the slippery slope of wearing inferior footwear on a golf course.
A Different View Campaign
The campaign itself changed up the typical “golf porn” imagery of a well manicured fairway with a green in the distance. Basically, we played upon the fear of falling on your ass and how it might change how you see the game.