One Club 2017 Insights
Insights
A small gift warms the coldest of hearts.
A sincere gesture opens the door to friendship.
A sincere gesture is the first step to friendship.
When both parties benefit trust begins.
Working together builds trust.
Sharing makes friends.
When making peace its the little gestures that count.
Small misunderstandings make big problems.
When people have been through similar experiences/loss they have an unspoken understanding or can relate.
Shared experiences lead to mutual understanding and respect.
A small gift melts the ice between people.
Shared experience creates a bond. Sharing creates a bond.
When people share with each other they create a bond.
A comfortable shoe softens the hardest person.
Friendships are made through sharing.
Top Insight
When people share with each other they create a bond.
Idea Statements
- Historic peace treaties and accords with USA and Cuba made possible by gifting TOMS shoes because a comfortable pair of shoes feels really good.
- Two leg amputees from opposite sides of conflict, (US soldier and Iraqi/Afghani soldier) coming together to share a pair of TOMS. An extension of TOMS One For One mission.
- A massive online multiplayer video game that anonymously pairs enemies together in cooperative play. They qualify for a tournament and meet each other for the first time and compete against other pairs of opposites. Sponsored by TOMS.
- Obstacle course where two enemies are joined together to partner up and compete physically. Sponsored by TOMS.
Concept
Two people who are enemy combatants and leg amputees coming together to each share a show from a pair of TOMS.
10 Executions
- Installation- Obstacle course. People try to move around with amputation to simulate what a combat amputee goes through on a daily basis.
- Experience- Walk a mile in your enemy’s shoes… A prosthesis is attached to regular people to simulate the feeling of walking around with leg amputated.
- Onion Headline- The Secret to Peace in the Middle East discovered. United Nations disbands due to Worldwide peace. The cause?Feet.
- Tweet- Peace in the Middle East made possible by TOMS? They should try Air Jordan’s to end world hunger!
- Comedy Stand-up- Who knew the key to peace in the Middle East would be a pair of shoes? Go figure!
- Joke- Forget flowers, chocolate, or even jewelry. Buy her a pair of TOMS.
- Event-
- Product- Purchase a pair of TOMS and we donate a pair to Amputees.
- SNL Sketch- Guy comes home to his wife who is clearly upset at him for something. He keeps apologizing with no luck. He then says he has a gift for her, she is unmoved. He pulls out matching TOMS. She rises slowly, looks at him and says “if you think this will make up for what you did to me, the way you hurt me…(pause- man lowers his head in disappointment anticipating a tongue-lashing) You’re ABSOLUTELY RIGHT!” They hug.
- Print- Two people stand side by side. An American soldier and an Iraqi/Afghani Soldier or civilian. Both leg amputees wearing one shoe from a pair of TOMS they share. Copy: Peace is born out of the simple things. Like sharing a comfy shoe.