The Challenge
Birkenstock was trying to shake their earthy-crunchy image, in order to appeal to a larger audience. To that end, they broadened their line to include more fashionable styles. But "more fashionable" for Birkenstock still wasn't all that fashionable. How could we shift the perception of Birkenstock when they still looked like hippie shoes?
The Solution
Create a visually simple yet stunning commercial with a look and feel that implied high fashion. But instead of talking about the styles, talk about their engineering. And instead of focusing on the shoes, focus on the benefactors of that engineering: the feet.