One Shoe

Agency: Heaven & Hell


Tmall’s “One Shoe Project” now allows disabled people with one foot to buy one shoe.
On Tmall’s ‘Double-11’ 2021, in addition to the half-price promotion as usual, the platform partnered with various sports brands to initiate a heart-warming charity project for the disabled one-legged people - #theOneShoeProject
In China, disabled people with one foot have always had a hard time buying shoes, many bear the full price of a pair when they only need one. This has undoubtedly caused waste and financial burden. As China’s first-tier e-commerce platform Tmall has the capability and resource to partner with a great number of sports brands. After digging into the pain point of how disabled persons purchase shoes, Tmall worked with brands to design a shoe box, splitting the traditional ‘one pair’ box into halves, each containing single shoe and launched a one-shoe sales system on its platform, allowing one-legged people to purchase the shoe they need, either left or right, for half the price of a regular pair.
At its launch, the ‘One Shoe Project’, certified and endorsed by China Disabled Persons' Federation, has immediately received a great number positive reports from mainstream media. Participating brands such as Reebok, Skecher and ECCO have also received high praise from consumers.
The potential of One Shoe Project’s long-term operation is evident to both Tmall and partner brands. Tmall aims to bring in more brands on board in the future to provide more accessible options to disabled people.

This professional campaign titled 'One Shoe' was published in China in October, 2021. It was created for the brand: Tmall, by ad agency: Heaven & Hell. This Integrated medium campaign is related to the Public Interest industry and contains 4 media assets. It was submitted over 2 years ago by creative : sihan jin of Heaven&Hell.


Advertising Agency: Heaven & Hell, Shanghai, China
Executive Creative Director: Danny Li
Creative Director: Sihan Jin
Art Director: Xianjun Zhao
Copywriter: Kiko Zeng
Designer: Zoe Wu
Producer: Chunquan Chen
Photographer: Nuo Heng
Pruduction Manager: DaCheng

Disney Channel


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