Modern woman againts landmines - A total makeover of the iconic "Irma Girl" for her 100th anniversary. Applying her with new modern values and feeling a social concern for landmine victims in the third world.

 

The Irma girl 2007 is sweet - but strong modern woman and she has a good sense of taste and quality. At the same time she has her heart at the right place and wants to help people in other contries.

 

Thats why she is inviting a series of young upcoming designers/artist to decorade a collection of the chains loved "Mao" shoes in the fight against landmines. Irma already has a strong tradition of letting artists decorade shopping bags and coffee cans, but this time the sold items serves a more noble course and sends a strong message to others.  

 

The designed motives are being printed on the shoes and sold in the Irma supermarkets as part of the humanitarian clothing line "Heart-wear". In the supermarkets you also find the promotional material (poster, display model, camouflage net etc.) as well as more information about the fight against landmines. Of course it is needless to say that all money collected from the selling of the shoes will go to humanitarian aid.  

 

- Campaign Concept - Irma girl makeover.

- Shoe design.

- Supermarket promotion material.