BST-BDDP has been appointed to handle the latest line in fashion
accessories - boots with soles made from used Grand Prix racing tyres.
The Dodge footwear range, currently on sale at top West End stores,
comes complete with grit from the surface of the race track embedded in
the tyre when it was last used.
Racing aficionados can even pay extra for boots made using tyres from
cars driven by their favourite drivers, complete with certificates of
authentication.
Paul Dooner, the entrepreneur who thought of the idea, has appointed the
agency to the pounds 250,000 task of exploiting the range’s potential.
Media is being handled by Booth Lockett Makin.
The assignment came without a pitch and was awarded after Piers Hogarth-
Scott, a BST account executive, spotted the boots - which cost between
pounds 80 and pounds 110 a pair - in Harvey Nichols and realised their
potential.
BST has produced a black-and-white campaign, which will run in style
magazines, with lines such as ‘We got Gerhard Berger to wear them in for
you’, ‘Allow 61 laps for delivery’ and ‘Shoe Maker’.
The ads were written by James Sinclair and art directed by Ed Morris -
the agency team best known for its work on Scrumpy Jack cider - with
typography by Andy Dymock.
The Dodge range, whose name was inspired by Dooner’s school nickname, is
the result of a tie-up between the former builder and roofer and
Goodyear, which makes the tyres for the Formula One circuit.
