Sole Mates by Toms

"Sole Mates" is a social media campaign for Toms shoes. It brings strangers together to make the world a little better by reducing "shoe waste" and lifts Toms' brand image of "social responsible" to a new height.

This campaign is a practice of researching how a brand can help people solve real life troubles. We found each shoe of a pair doesn't fade at the same speed, and felt it's a pity that one in good shape have to go away with its torn mate. We created this campaign to unit the eco-conscious people and introduce the good shoe to meet its new partner.