Shoe Shame
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ClientBrunngård
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Year2018
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AgencyMecka
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RecognitionSvenska Designpriset (Silver)
9 out of 10 Swedes consider shoes important, yet few know how to properly care for them, especially their sneakers.
To change that, Brunngård launched Shoe Shame: a new brand created to help sneaker lovers keep their favorite pairs looking as good as new.
Challenge
Shoe care isn't the most exciting category in the world. The challenge was to introduce a completely new brand to a younger audience and make sneaker cleaning feel relevant, desirable, and culturally connected. We needed to move beyond product features and create communication that felt authentic to sneaker enthusiasts.
Solution
We built the launch around a feeling every sneaker owner knows: the heartbreak of getting the first stain on a brand-new pair of white sneakers.
Through dancers, film, social media content, digital advertising, and in-store communication, we turned everyday sneaker disasters into relatable stories. A dropped ice cream, a dirty puddle, or an unexpected accident could instantly turn a perfect day into a nightmare.
By focusing on emotion rather than cleaning products, Shoe Shame became part of sneaker culture rather than just another shoe-care brand. The concept was also brought into retail through in-store displays across Brunngård's reseller network.
Result
The launch successfully positioned Shoe Shame as a fresh and relevant brand within sneaker culture, creating strong awareness among a younger audience. The campaign was also recognized by the industry, earning a Silver Award at the Swedish Design Awards (Svenska Designpriset).
