Shoe Carnival is a large retail outlet with more than 400 stores. This is their largest social media push in history, and for a good cause, too. Running on the usual suspects, Facebook, Twitter, Instagram, Pinterest and YouTube, their campaign goal is less about selling shoes, and more about joining the fight against pediatric cancer. Shoe Carnival has teamed up with Coaches vs. Cancer and Princess Lacey's Legacy, to sell a special pair of gold shoelaces honoring Lacey Holsworth. For those who don't know, Lacey was a huge Michigan State basketball fan who sadly lost her battle with pediatric cancer in 2014. The shoelaces will be available at all Shoe carnival stores, as well as on Shoe Carnival's website here with all proceeds going to The American Cancer Society's Coaches vs. Cancer organization and Princess Lacey's Legacy. In addition to these posts and videos there are also videos of college basketball coaches sharing how their lives have been touched by cancer, and telling people how they can make a difference by buying a pair of Lacey's laces.
Sometimes a tragedy can be used for good. Sounds like this is one of those cases.

Client: Shoe Carnival Advertising Agency: 22squared Chief Creative Officer: John Stapleton Executive Creative Director: Kevin Botfeld Creative Director: Jennifer Tuel Content Director: Mindy Adams Art Director: Rachel Splinter, Eduarda Castro Senior Copywriter: Natalie Meeks Producers: Emily Cabral Content Strategy Director: Hillary Traylor Associate Strategy Director: Natalie Webb EVP, Client Leadership: Ed Klein Account Supervisor: Shelly Hiatt Account Executive: Mallory Morgan Photographer/Designer/Stylist: Rachel Splinter, Eduarda Castro Lettering Artist: Casey Ligon, Freelance Executive Producer: Karen Burke