Welcome, Guest [Sign In]

August 2008 - Strategy Magazine
Upfront

Boot It Up for the kids

by Marija Djukic
page 9

Giving back to the community and spreading awareness, says Blundstone CEO Ian Heaps, are two goals in a Toronto-based arts project that gets local artists and ad agencies to rethink the look of Blundstone boots, including kids' Blunnies.

Blundstone Footware Canada and its Toronto retail partner Australian Boot Company host their fifth annual fundraising event Boot It Up on Sept. 25 for Sketch, a community arts initiative that helps street-involved or homeless youth. Similar to an event commissioned in Australia back in the early '90s,

Do Something with a Blundstone, the benefit auctions 40 pairs of artist-redesigned boots.

The Bata Shoe Museum will display 20 of the entries (including the top 10) in the weeks pre- and post-Boot It Up. To further get the word out, print ads will run in Toronto's free weekly Now Magazine, while Toronto's Siren Group is doing PR. Sketch launched a website spotlighting the event, and a 60-second PSA by Fuse Marketing will air on Channel Zero's Movieola starting mid-August.

Among the agencies submitting shoe-creations this year are Capital C, Cossette and Cundari. sketch.ca/bootitup

Quick Search