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ANDY Awards

Creative Award
New York, United States
Sneakerpedia - "Sneakerpedia" by ANDY Awards 2012

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TitleSneakerpedia
Agency
Campaign Sneakerpedia
Advertiser Foot Locker
Brand Sneakerpedia
PostedJune 2011
Business Sector Shoes
Story Sneakerpedia.com: A sneaker community powered by Foot Locker. Sneakerpedia is the world's largest sneaker archiving project and the first ever visual-wiki designed to connect sneaker fans with Foot Locker's ' enthusiasm 'beyond reason' for sneakers. It is a community space, not a market place - to allow fans to connect, share, discuss, follow and help shape future sneaker trends. Sneakerpedia's unique content format provides for an unrivalled user experience amongst the world of user-generated content. In the closed beta alone, Sneakerpedia has delivered over $1m worth of free PR coverage and reached more than 6.7m fans online.
Philosophy Sneakerpedia is the world’s first visual wiki, for a topic that has more cultural impact than almost any other wearable item, sneakers.
Sneaker collecting today embraces and in turn influences music, fashion and even sports across the globe and has many millions of devotees.
Sneakerpedia sets out to be the world’s largest, most complete sneaker archive, a visual almanac, rich with not just product details, but also the ‘story’ for each entry, be that the Hip Hop star that made the shoe famous, the movie they were worn in or the colour ways they first appeared in at release time.
Built by the world’s largest sneaker retailer, Foot Locker, Sneakerpedia is not a market-place, it’s a social space and cultural index operated in true wiki fashion. It’s populated by fans, moderated by fans and serves all people with an interest in sneakers, foot wear, fashion and culture. 
Media Type Web Film
AI Description The ad for Sneakerpedia, powered by Foot Locker, portrays a massive sneaker collection. It begins with a single shoe box in a vast, empty space, which quickly fills with stacked shoe boxes forming intricate patterns. The scene then shifts to show the boxes creating a globe shape, representing the global community of sneaker enthusiasts. The ad highlights the visual search features of Sneakerpedia, showing various sneaker models and details such as brand and unique colorways. Through dynamic imagery and engaging narration, the concept of a community-run visual wiki for sneakers is solidified. Sneakerheads are invited to join the exclusive Sneakerpedia Beta Club, encouraging community contribution to the ultimate sneaker archive.
Chief Creative Officer
Account Director
Project Manager