Heelys peaked in 2007, and although they are still being sold, the company is little known to younger Gen Z members.
The popular wheeled shoe was forbidden in schools for being dangerous and banned in the mind of mass society for being weird. Lucky for us, Gen Z is more accepting of weird products, as long as they have an interesting backstory.
02. Big Idea
Play into the camp-y, meme culture of Heelys by showing a new generation a hyperbolic falsity of what happened to the once forbidden shoe. How? Through our weirdo campaign spokesperson, Ronnie.
03. Final Campaign
Free the wheel. Free the mind.
CW: Rocío Santiago