RB launched it’s new electronic foot file and foot care line, Amopé, and needed an engaging Facebook campaign to accompany its TV spot.

Genuine was tasked with creating a concept that had legs (pun intended) and was unique to the brand. The “heel-view” of the foot became our mechanism for making feet the star of every video, specifically the backs of feet where Amopé is the most effective.

Teaching consumers to pronounce Amopé correctly was our second challenge. The concept ties the pronunciation with benefits of and causes for using the product and results in a unique point of view for the brand.