The Birkenstock brand traces its roots back to 1774 and founder Johann Birkenstock. In 1897, Johann’s grandson developed the first contoured insole for use in custom footwear. The company later developed these insoles into inserts and eventually into the original prototype of the Birkenstock sandal. Though best know for their legendary sandal, Birkenstock USA wanted to promote their vast shoe inventory, which included a variety of styles usually not associated with the brand. Engine created an awareness campaign showcasing the varied collection while conveying the core health benefits of the Birkenstock footbed. The campaign deliverables included print, transit, collateral, POP, outdoor, television and it was supported with an extensive media in several major markets in the USA.