McCann Worldgroup bagged India's first gold metal of the year at Cannes Lions 2024 in the 'Health and wellness' category. It won it for the 'Fit My Feet' campaign that it crafted for Buckaroo Footwear. Incidentally, this campaign also bagged a bronze metal in the same category and was also shortlisted for the 'Brand experience and activation' category.
Commenting on the win, Prasoon Joshi, chairman of McCann Asia Pacific and CEO and chief creative officer of McCann India said that ‘Fit My Feet’ weaves threads of compassion along with innovation for individuals affected by clubfoot and India’s cobbler community. “McCann India worked closely with the Indian brand Buckaroo, whose ethos carries the vision of revolutionising footwear. It is great that we could come up with this initiative to transform the lifestyles of the ones whose specific needs are largely ignored. Our compassion driven and design-led idea helps uplift individuals with clubfoot while also providing a new commerce stream to the cobbler community of India,” he added.
Excited about this win, Joshi wanted to specially mention the company’s senior creative director Vikram Dhembare who played a significant role in the project—from inception to execution. “By making this effort of crafting personalised footwear for individuals with clubfoot, the cobblers are not only providing comfortable solutions to them but also nurturing a sense of inclusivity and empowerment within them,” Joshi enthused.
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