Free the Wheel

May 2020
Heelys: Free the Wheel
Heelys Integrated Ad - Free the Wheel


01. Insights Heelys peaked in 2007, and although they are still being sold, the company is little known to younger Gen Z members. The popular wheeled shoe was forbidden in schools for being dangerous and banned in the mind of mass society for being weird. Lucky for us, Gen Z is more accepting of weird products, as long as they have an interesting backstory. 02. Big Idea Play into the camp-y, meme culture of Heelys by showing a new generation a hyperbolic falsity of what happened to the once forbidden shoe. How? Through our weirdo campaign spokesperson, Ronnie. 03. Final Campaign Free the wheel. Free the mind.

Integrated advertisement created by The University of Texas, United States for Heelys, within the category: Fashion.

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