VCCP puts shoes through ‘Demonstrations of Lightness’

A digital and print campaign by VCCP for Melbourne footwear label Rollies plays on the lightness of the shoes by weighing them up against various objects.

A video series of ‘demonstrations in lightness’ created by VCCP in collaboration with Sydney photographers the Pool Collective, sets different pairs of Rollies on a balance beam to weigh them up against various objects. The videos on the Rollie YouTube channel suggest the 320g shoes are lighter than a pair of bananas, nodding dogs, a spinning top, and a live dove dyed pastel pink to match the shoes.

Dean Hunt, creative director at VCCP, added “The best campaigns are the simplest campaigns and we think this work for Rollie has that at it’s core: taking a simple product fact and turning this into a series of beautiful comparisons with everyday items.”