THE LACE CASE

ClientEKN FOOTWEAR GMBH
Category B02. Promotional Item Design
TitleTHE LACE CASE
Product/ServiceLOW SEED RUNNER
Entrant KOLLE REBBE Hamburg, GERMANY
Idea Creation KOLLE REBBE Hamburg, GERMANY
Production COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
Production 2 HASTINGS MUSIC Hamburg, GERMANY
Credits
Name Company Position
Sascha Hanke Kolle Rebbe GmbH Executive Creative Director
Thomas Knuewer Kolle Rebbe GmbH Group Creative Director
Tim Esser Kolle Rebbe GmbH Creative Director
Christoph Bielefeldt Kolle Rebbe GmbH Creative Director
Robert Westphal Kolle Rebbe GmbH Art Director
Denis Rätzel Kolle Rebbe GmbH Art Director
Christoph Schönbäck Kolle Rebbe GmbH Copywriter
Dennis Ruhnau Kolle Rebbe GmbH Copywriter
Dominik Jahnke Kolle Rebbe GmbH Graphic Designer
Janin Heymach Kolle Rebbe GmbH Graphic Designer
Kea Flessner Kolle Rebbe GmbH Account Manager
Christopher Tychsen Kolle Rebbe GmbH Agency Producer
Martin Lühe Kolle Rebbe GmbH Production Manager
Öti Warnecke Kolle Rebbe GmbH Production Manager
Dimitri Ismer Kolle Rebbe GmbH Retoucher
Tanja Bruhn Cobblestone Filmproduktion GmbH Producer
Florian Schmidt-Riediger Cobblestone Filmproduktion GmbH Producer
Malte Goy Cobblestone Filmproduktion GmbH Cinematographer
Jannis Radtke Cobblestone Filmproduktion GmbH Editor
Sven Bruhn Cobblestone Filmproduktion GmbH Post Production
Gidon Wolff HASTINGS Audio Network Sound Engineer
Lisa Haupt HASTINGS Audio Network Producer

The Campaign

ekn uses only sustainable materials from top quality suppliers. We demonstrated this with a simple and innovative packaging idea: instead of attaching the laces to the shoes we made them part of our packaging design – illustrating that our customers, “Walk clean in a Dirty World.”

Creative Execution

For ekn, sustainability is all about only consuming what’s absolutely necessary, and this concept is applied to everything they do, including packaging design. With only 30 eyelets, 2 laces, each at 90 cm, and one 100% sustainable shoe box, the process and materials are highly economical and fits perfectly with the brand's mission statement: Walking clean in a Dirty World.

Indication of how successful the outcome was in the market

A limited-edition run of 200 boxes was created for ekn’s "Low Seed Runner" and, when it hit the flagship store in Frankfurt, sold out within 3 weeks. By the end of the promotion, sales went up by 26%. Furthermore, the packaging helped raise awareness of ekn’s sustainable shoes and production methods. Due to its success, the box will be used for all ekn footwear by 2018.

For ekn sustainability is the top priority. The strategy was to gain an immediate impact with an attention-grabbing packaging design that pointed out the brand's sustainability goals. So, we chose one of our most eco-friendly shoes, the "Low Seed Runner," and redesigned its box to help stand out from the competition.