One-Shoe Project

Agency: Heaven&Hell


There are more than 2 million amputees in china. Among them, a large number of people only wear one shoe. For people with high amputation, people who cannot afford prosthetics, or those having discomfort wearing prosthetics . Shoe purchasing has become one of their biggest challenge and trouble,they only need one shoe, but they have to pay the price of a pair of shoes.

As one of the largest e-commerce platforms, Tmall, can we find a way to help this group of people to solve this trouble?

On October 22, 2021, as the 11th China’s Disabled Games begins, Tmall has launched the #OneShoe Project together with seven footwear brands, providing an online service mode for people with disability allowing them to purchase one shoe for only half the price. people can choose left or right, buy one shoe, one that fits them just right.In addition to the online sales plan, Tmall also invited Chinese National Para Games athletes to voice for the # One-Shoe Project, featuring them in the campaign film and print posters to call on more brands to join the # OneShoe Project

This professional campaign titled 'One-Shoe Project' 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 Health, Personal Accessories, and Sports industries and contains 1 media asset. It was submitted 9 months ago.


Creative Agency: Heaven&Hell
Chief Creative Officer: Danny Li
Creative Director: Sihan Jin
Copy Writer: Kiko Zeng
Senior Art Director: Xianjun Zhao
Art Director: Xinyi Wu
Account Executive: Fan Zhang


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