In a drive to make the Redfoot brand a household name, Mason Williams has been charged with delivering a campaign that will transform the perception of foldable shoes and differentiate the brand from disposable rolling pumps.
Steven Smith, MD of the Bacup Shoe Company, creators of Redfoot, said: 'It’s assumed that because they are folding, that they are inferior to regular shoes and unable to cope with the rigours of regular outdoor wear.
'We spent two years in developing over 100 prototypes for our folding shoe.'
Mason Williams account director Helen Parker said: 'Redfoot is genuinely innovative – there’s nothing like it on the market. The quality and durability of the shoes are a world away from the roll-up, throwaway pumps found in club vending machines. We really believe there is a story to tell and are delighted to be a part of it.'
The ongoing campaign will focus on generating widespread TV, print and online coverage in national lifestyle and fashion media as well as vertical markets for Redfoot women and Redfoot men ranges.