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New Blood Entry — #50millionsteps

Award: Wood Pencil

TOMS / 2016

By releasing a limited edition range of shoes we can unite fashion and social change. To get these shoes fans will download the #50millionsteps app and join the online queue. Participants will log their step-count in the app. The further they walk, the further they move up the queue. Reaching step targets will prompt them to increase their social imprint and increase consumer engagement. The participants with the largest social imprint will be first in line for the shoes. The shoes will only be released for sale once the global step-count reaches 50 million.

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