Footcare brand Dr. Scholl’s is celebrating the joy of movement, from halting first steps to graceful pirouettes and everything in between, as part of a new campaign that marks a bold evolution in the brand’s marketing strategy.
For over 90 years, Dr. Scholl’s has been a trusted foot care brand offering a wide range of products to help people move through life more comfortably and with less pain. Historically, Dr. Scholl’s has appeared in a more practical, benefit focused advertising space.
The new “Born to Move” platform signals a shift away from advertising focusing on the functional benefits of Dr. Scholl’s products to one that recognizes their role in facilitating freedom of movement.
The campaign launch is built around an emotional short film entitled “Her Feet,” which follows the life journey of a girl from birth to adulthood. The dialogue-free film, created by BBDO Toronto, is told solely through images of her feet, incorporating nearly 70 distinct shots of her learning to stand and walk, to splashing through puddles and skipping rope, to more monumental events such as her wedding day and the birth of her own child.
“We want to remind Canadians how connected we all are to movement,” says Kate Dinham, Group Brand Manager at Bayer. “This touching film does just that in an extremely unique and identifiable way – showing that when we are in motion, we are living as we’re meant to.”
Ballet is a constant touchpoint throughout the two-minute film, which includes four accomplished ballerinas among its eight different actresses. The film is directed by BBDO Toronto’s Chris Booth, production was handled by Skin & Bones, while Imprint Music is responsible for the original score and sound design. The edit was done by Brian Williams at Saints and Transfer by Tricia Hagoriles Alter Ego.
“Many of our happiest moments are spent in motion,” says Chris Booth, vice-president, associate creative director with BBDO, whose newborn daughter is used in the opening and closing shots of Her Feet. “The ‘Born to Move’ platform makes easy to move away from insoles and explore the beauty and importance of movement.”
The spot is running on Facebook through November and on YouTube through the end of the year.
Dr. Scholl’s – Born to Move
Agency: BBDO Toronto
Chief Creative Officers: Todd Mackie, Denise Rossetto
Associate Creative Director: Chris Booth
Writer/Art Director: Chris Booth
VP, Group Account Director: Stephanie Page
Account Director: Saloni Wadehra
Producer: Beatrice Bodogh
Production Company: Skin & Bones
Director: Chris Booth
Director of Photography: Chris Bonnell (Winter scenes), Adam Madrzyk (Summer scenes)
Executive Producer: Dan Ford, Liane Thomas
Line Producer: Luke Bryant
Editor: Brian Williams, Saints
Post: Fort York VFX
Music: Imprint Music
Brand: Dr. Scholl’s
VP Marketing: Cheryl Burt
Group Brand Manager: Kate Dinham
Brand Manager: Brieanna Harburn