Space Hippie
The big challenge for this particular project was to come up with fresh copy within the particularly limiting restrictions from the legal team. All of our most dynamic claims were proving too litigious. For example, “this sneaker is pure trash” on its own was a no-go without a qualification that “50% of the shoe could be recycled by weight” We had to include the recycled content was determined by weight. Instead of bailing on the idea, I came up with “At least 50% of this sneaker weighs in at pure trash.” That little turn of phrase, “weighs in at,” allowed us to make our claim in a dynamic without without having to resort to the far-less sexy “…by weight.” This way, we could still land at “…pure trash” without inviting legal challenges. Plus, “weighs in at” adds a hint of boxing, which is pretty cool.
Creative Director: Aaron Belchere
Writing Director: Zarna Surti