Case Study (2:00)

USING VIRTUAL REALITY TO HELP TOMS DO MORE ACTUAL GOOD

TOMS and AT&T have had a long partnership. Founder Blake Mycoskie ran the company from his AT&T cell phone when just starting out. Now AT&T helps TOMS deliver on their one-for-one mission by providing network connectivity around the world.

We were briefed to promote that partnership as TOMS marked their 10th anniversary. Naturally, that included a big spot for the Academy Awards—but in conversations with Blake and his team, we found a bigger opportunity. Apparently few consumers really knew how the one-for-one model worked. Even fewer understood how life-changing a pair of shoes could be to a child in need. But every person that went on a TOMS giving trip understood immediately. They came back changed. Even more committed to the movement. Blake told us that was his biggest challenge and his biggest opportunity — bottling that experience and giving it to the masses.

Enter VR. As Chris Milk, founder of production company Here Be Dragons, said in a TED talk—VR isn't just a video game accessory. It's not a fad. When done right, it's an empathy machine — one that lets you experience another person's world in a way that film or video never could. 

We agreed. So we worked with Chris and his team to make "A Walk in Their Shoes." It's a tiny glimpse into the world of one of the millions of kids helped by TOMS around the world. 

CLIENT
AT&T, TOMS Shoes

PRODUCTION
Director  
Lucy Walker
Creative Director  Chris Milk
Company  Here Be Dragons

RECOGNITION
Shortlist, Online Video, Kinsale Sharks
Shortlist, Interactive Online Experience, Kinsale Sharks