Sriful makes a running shoe from recycled sailcloth, and its first drop was 1,800 pairs. The founders had a beautiful product and almost no money, and the running market is crowded with brands shouting about sustainability. They needed a launch that sold the shoe on how it feels to run in, not on a lecture about recycling. The whole launch had to be ready in seven weeks.

We made the campaign loud and physical: a huge SRIFUL wordmark cut across every poster, the shoe shot life-size in lime and bone, and the sail story told in one small line at the bottom. Fly-posters went up along the river path where runners train, each with a code for the drop. A shop window showed the sail being cut.

The first drop sold out in 11 days, two weeks ahead of plan, and most orders came through the poster codes. Running clubs asked for posters for their own walls. The second drop doubled in size, and Sriful kept the wordmark system for its next two shoes. The river posters are now repasted before every new release, and runners send photos of them back to the founders.