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Olivia Colman, Kylie Minogue and Bear Grylls' Shoes do the Talking for Charity ‘Heels for Wheels’ Campaign

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RAPP launches the campaign for spinal injury charity Back Up, aiming to raise money towards wheelchair training and patient support

Olivia Colman, Kylie Minogue and Bear Grylls' Shoes do the Talking for Charity ‘Heels for Wheels’ Campaign

RAPP UK is behind the creative campaign for a celebrity shoe auction raising money for the spinal injury charity Back Up, and featuring footwear donated by the likes of Olivia Colman, Kylie Minogue, Bear Grylls and John Barnes.

To raise awareness of the auction kicking off on 1st April, RAPP has created a series of tongue-in-cheek films to run on social media staring a gang of talking shoes (kindly donated by celebs, of course). It turns out this group of famous footwear have quite a bit to say for themselves, so each film sees the shoes telling their stories in their own words, sharing their hopes and dreams for the auction and generally getting a bit too big for their boots.  

The agency also designed the bold and bright Heels for Wheels campaign identity and built a colourful toolkit from the ground up for Back Up to use across all the Heels for Wheels digital, social and print assets. The team even wrote a guidebook for the celebrities who are contributing shoes, outlining engaging ways for them to share their donations on their own social channels.

Cathy Crocker and Ollie Easthope, RAPP’s creative team behind the campaign said: “Heels for Wheels isn’t just a good cause. It’s a fun idea that anyone can support. So we made sure its branding screamed feel-good no matter where you laid eyes on it. It was an absolute joy to put a colourful new spin on the Back Up brand across every touchpoint, and to help the charity give everyone something to get excited about during a tough lockdown”.

Estelle Rice, designer at RAPP said: “This uplifting new identity for the Heels for Wheels campaign celebrates the life and soul of the Back Up charity. The brand’s vibrant colour palette allowed playfulness and energy to naturally become a strong focus during the design process. The final toolkit hopes to spread the spirit and positivity behind this incredible charity”

Abigail Lock, CEO of Back Up, said: “Every day in the UK, six people will sustain a spinal cord injury. It can be due to illness or accident, but the result is catastrophic and life-changing for the individual and their family. Those injured during the coronavirus pandemic have been even more isolated. Many of the specialist NHS units have significantly reduced capacity and, in many cases, individuals are simply not able to access support.  Back Up has been working tirelessly throughout the pandemic, adapting our services to ensure that we are there for everyone affected by spinal cord injury. By taking part in the auction, you will not only help raise vital funds which will transform the lives of people affected by spinal cord injury but you could also become the proud owner of some very famous shoes.”

Lots on offer include a pair of black suede mules signed by their owner, Dame Judi Dench; a pair of peep-toe platform stilettos worn by Dame Helen Mirren on the red carpet at the Golden Globes; and a pair of brand new leather sneakers designed and signed by Jamie Oliver. Liverpool fans might be tempted by a pair of football boots signed by the legendary John Barnes, one of a number of pairs donated by sports people.

Bidding opens on 1st April and the money raised will go towards Back Up’s work, which includes wheelchair training and emotional and practical support for people who live with spinal injuries.


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Copywriter: Oliver Easthope

Art Director: Cathy Crocker 

Copywriter: Sam Milburn 

Art Director: Kinga Wawrzyniak

Junior Designer: Estelle Rice

Motion Designer: Lee Jarrold 

Head of Design: Hiten Bhatt

Head of 3D and Motion Graphics: Jeff Osborne

CCO: Al Mackie 

Planner: Jess Dimaio 

Account Executive: Tamera May 

Group Account Director: Briar McLean 

Senior Project Manager: Linda Gray

Project Manager: Marietta Theodorakopoulou

CEO: Gabrielle Ludzker

Genres: Dialogue

Categories: Charity, Corporate, Social and PSAs

RAPP, Thu, 01 Apr 2021 08:51:47 GMT