The Faucet Boots
Client
Profi – IT-marketplace of services.
problem
Plumbing and handyman services aren’t exactly hot topics for Gen Z. To make our IT marketplace relevant to younger audiences, we needed a cultural hook, something unusual enough to break into hype-driven media and social feeds.
IDEA
Collaborate with creator Sanya Canyon, known for his absurd and viral footwear concepts (dumpling sneakers, toe-slippers), to design a pair of sneakers with actual water faucets.
Execution
We built the faucet boots as a real, wearable prototype. Photos of the shoes in a branded Profi.ru jumpsuit sparked immediate online buzz.
Several digital media outlets, including Hypebeast, covered the project. Soon after, other brands rode the wave, replicating our stunt for their own buzz.
My role: campaign development, copywriting (SMM, PR, In-App Stories)
Post-Campaign
We ran a giveaway for plumbers and handymen (and women). The grand prize – the original faucet boots. The winner even wore them on the job, turning our campaign into a walking, working PR stunt.
