Title | THE LACE CASE |
Brand | EKN FOOTWEAR GMBH |
Product/Service | LOW SEED RUNNER |
Category |
E05. Sustainable Packaging |
Entrant
|
KOLLE REBBE Hamburg, GERMANY
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
Production
|
COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
|
Production 2
|
HASTINGS MUSIC Hamburg, GERMANY
|
Credits
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.