A step forward: Instagram footwear campaign raises awareness of rainforest

London – A sophisticated Instagram campaign by SapientNitro brings eco-themed trainers to the fashion-conscious.

The campaign, #TapForTrainers, supports a new sneaker collection designed by British supermodel Lily Cole for environmentally minded French shoe company Veja.

The collection comprises three limited-edition designs made from rubber from trees in the Amazon. The sustainable harvest of wild rubber helps to prevent deforestation and provides an income for local Amazonians. Cole designed the shoes as part of her role as an ambassador for Sky Rainforest Rescue, a partnership between environmental organisation WWF and British broadcaster Sky.

The campaign transcends the small-screen limitations of mobile, creating a tapestry of illustrated images on Sky Rainforest Rescue's Instagram page that form one intricate rainforest scene. Some tiles include video, with contributions from fashion bloggers and illustrators. Visitors to the installation can double-tap on tiles for a chance to win a pair of the trainers.

With its charming depictions of tapirs, otters and butterflies, the campaign successfully brings serious issues to a young, fashion-savvy audience. For similar Brandstanding efforts, read our Seed on Kenzo's campaign against overfishing.