the challenge

To create a transmedia campaign that leverages the power of community engagement, inclusivity, and empowerment.

the problem

Social issue of exclusion and lack of recognition due to the absence of premium sneakers.

the objective

To encourage South African Sneakerheads to help others feel a sense of belonging in the community, by donating sneakers they don’t wear.

the insight

People feel that owning premium sneakers is crucial for finding a sense of belonging within the community.

the concept

“Opp or Drop?” reimagines the popular sneakerhead phrase "Cop or Drop" by replacing "Cop" with "Opp," short for "Opportunity."To encourage sneaker enthusiasts to make a difference by donating their gently-used sneakers, turning them into opportunities for those in need.