Tmall – One Shoe Project

Tmall presents One Shoe Project – Buy one shoe, for half the price.
A silent, yet, powerful message that people with one leg are as much capable as anyone else.

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 prosthet- ICS, or those having discomfort wearing prosthetics. most of the time they would have no choice but to stay inside. Shoe purchasing has become one of their biggest challenge and trouble they buy a pair of shoes just to throw away one of them.

On October 22, 2021 the E-commerce platform Tall, as the 11th China’s Disabled Games begins, has launched the #OneShoe Project together with seven footwear brands, providing an online service for people with disability allowing them to purchase one shoe for only half the price. 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.

Credits
Campaign: One Shoe Project | #TheOneShoeProject
Brand: Tmall
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