Zero G Shoes

A really, really light-weight product launch.

We’ve come to expect the latest and greatest technology in trainers. Even in walking boots. But sandals for middle-aged women? Not so much. So what exactly did Hush Puppies think they were doing using patented ‘Zero G’ technology in their latest range? Only making the lightest and most comfortable shoes around. And for busy women who were usually run off their feet, this was a big deal.

‘Zero G’ wasn’t just a name, it was a product truth. They were crazily light. And since Hush Puppies had turned category product development conventions on their heads, we turned one of the main conventions of fashion advertising on its head too. No lifestyle shots. Just bold, insightful, connecting headlines.