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Allbirds – Tread Lighter

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Genius is always more enjoyable when paired with bonkersness, and this ingenious product demo spot created by Uncommon is one such pairing. 

NZ sustainable footwear brand Allbirds wanted to promote its environmentally friendly Wool Runners range ahead of this year’s gift-buying season, highlighting how the shoe is both light on one’s feet, and on the planet. 

While the manufacture of regular trainers emits around 12.5kg CO2e, a pair of Allbirds emits just 7.6kg CO2e.  

Directed by Chris Cairns through Partizan, the global campaign, Tread Lighter, opens to a pair of Allbirds floating mid-air. The camera slowly pulls back to reveal an inspired installation staged in a rural barn — the trainers rest on a platform connected to balloons being held aloft by four leaf blowers. A balloon pops and the Allbirds Wool Runners fall into their (recycled) box. 

A passing bleeting lamb lends the spot its quirkiness quotient and references the fact that the shoes’ merino wool is derived from happy sheep, having achieved ZQ certification that assures standards of sustainability and animal welfare.

Allbirds head of creative, Alex Valdman, commented: “The challenge with this was how do you tell two stories in a simple and elegant way. The result is an irreverent spot that begs all of us to tread a little lighter during the holidays. We’re excited to continue to find fresh ways to tell stories around the benefits of natural materials with help from our friends at Uncommon.”

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