To many, KIWI had become a forgotten all-American brand. Those who are familiar with the name most often think of their iconic tin can, which contains the strongest, long-lasting shoe polish around. When we were pitching this brand, we took the opportunity to interview the people who knew the product best: shoe shiners. Having used the product ourselves, it wasn’t surprising to us to learn that all the professional shoe shiners in NYC, Philadelphia and beyond still use KIWI over any other brand out there. It was clear that KIWI still has a strong hold in the shoe care industry. So when it came to advertising some of their “newer” products it was important to campaign them with the same amount of gusto that was held by the passionate shoe shiners.
Storyboard sketches by Scrappy Dog; Photography by Philip Rostron of Instil Productions.

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