Biodegradable footwear is a wonderful idea by Chupps footwear. India agency, INTO Creative, has matched it with a wonderful idea for a campaign – What if endings weren’t about loss, but about returning to where it all began?
First came a biodegradable billboard.
Now INTO Creative has followed that with a series of four gripping films that appear to be solemn funeral stories – until the end.
The funeral metaphor parallels the natural cycle of life with the shoe range called Chupster’s ability to fully biodegrade within 24 months of disposal. The campaign invites viewers to reconsider sustainability as a return to nature’s original intent.
“At Chupps, we believe sustainability isn’t about doing less harm, it’s about restoring balance. The consumer industry in India is growing at an unprecedented pace, as is the threat of climate ruin. It is therefore incumbent upon us to plan for the end-of-life of the products we create, as opposed to leaving a legacy that far outlives its welcome,” stated Yashesh Mukhi, founder, Chupps Footwear. “The Chupster range is designed to return to the earth as naturally as we do. This campaign brings that truth to life in a way that’s raw, human, and deeply moving. It’s a reminder that everything we create should have an end as graceful as its beginning.”
INTO Creative’s founder & chief creative officer, Santosh Padhi, (Paddy), wrote and co-directed the films. He commented, “Chupps has always led sustainability storytelling from the front, being fashionable means being brave and edgy. This biodegradable series is one of the biggest differentiator of the brand in the footwear category which needed to be communicated in a very dramatic and memorable way, we decided blend in a harsh reality of life, funeral with fashion to deliver the message to make the point about 100% biodegradable series stick.”
The campaign launched on World Soil Day, December 5, will run across digital platforms, social media, and cinema screens through December and January, followed by interactive community engagements exploring the philosophy behind “designing for endings”.
Credits
Agency: Into Creative
Writer & Creative Director: Santosh Padhi (Paddy)
Agency Team: Namrata Gosavi, Yogesh Rijhwani, Sahil Parab, Gargi Vegiraju, Ayesha Ghosh, Tania Dey
Directors: Amol Jalandhar Jadhav & Santosh Padhi (Paddy)
Production House: Shoot At Sight
Producer: Amol Jalandhar Jadhav
Directors of Photography: Amol Jalandhar Jadhav & Kedar Phadke
Editor: Ravi Khandelwal
Music: Shishir Samant
Colourist: Ashirwad Hadkar @ Prime Focus
Executive Producers: Natraj Shinde
