Footcare brand Dr. Scholl’s is celebrating the joy of movement, from halting first steps to graceful pirouettes and everything in between, as part of a new campaign that marks a bold evolution in the brand’s marketing strategy. The new “Born to Move” platform signals a shift away from advertising focusing on the functional benefits of Dr. Scholl’s products to one that recognizes their role in facilitating freedom of movement.
A key component of the campaign is this emotional short film titled Her Feet, which follows the life journey of a girl from birth to adulthood. The dialogue-free film, created by BBDO Toronto, is told solely through images of her feet, incorporating nearly 70 distinct shots of her learning to stand and walk, to splashing through puddles and skipping rope, to more monumental events such as her wedding day and the birth of her own child.
Ballet is a constant touchpoint throughout the two-minute film, which includes four accomplished ballerinas among its eight different actresses. The film is directed by BBDO Toronto VP/associate creative director Chris Booth. Production was handled by Skin & Bones, while Imprint Music is responsible for the original score and sound design. The edit was done by Brian Williams at Saints. and Transfer by Tricia Hagoriles Alter Ego.
The piece is running on Facebook through November and on YouTube through the end of the year.
