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When a sneaker starts a conversation.

Inside the GUMSHOE campaign: the city problem, material idea, shoe design and public message.

When a sneaker starts a conversation.
Original GUMSHOE project image · see the page sources and credits.

The campaign sequence

The original presentation opens with the designers and a question about gum on the streets. It then introduces the material, the collaborating organisations and the footwear. The closing slides return to public awareness, showing gum collection and illustrated faces blowing gum.

The sequence works because it connects a visible city problem with a tangible object. The shoe is the way into the story, and the material process gives people a reason to look more closely.

What the deck actually records

SlidesContent
1–3Project title, design team and central idea
4–8Origin of the challenge, Gum-tec and collaboration
9–12Design intent and pink / black sneaker views
13–15Promotion and publicity claims in the original deck
16–20The street question, collection visuals, campaign imagery and close

Keep a campaign claim in its context

Slide 6 contains figures about gum waste, breakdown time and costs; slides 14–15 describe publicity. These are campaign statements in a period presentation. They are not fresh measurements, independently verified lifetime performance or current reach statistics for this website.

The most useful information to carry forward is the structure: identify a problem, show a material application, name the contributors and let readers inspect the actual object.

A useful communication checklist

  1. Name the product component that uses the material.
  2. Show the real product and the material path separately.
  3. Credit the people and organisations involved.
  4. Attach a date and source to numerical claims.
  5. Give readers a next step that matches what is currently available.

Explore the detailed records

An idea with four contributors
An idea with four contributors
  1. CITY: Amsterdam gives the project its street context.
  2. MATERIAL: Gumdrop develops the Gum-tec compound.
  3. DESIGN: Explicit turns a material into a sneaker.
  4. MESSAGE: The 2018 campaign makes the idea visible.
Original explanatory infographic · GUMSHOE editorial team. Based on the accompanying article and its cited sources; not a factory specification.

Sources & image credits

Original GUMSHOE photography and project images are used with the owner’s permission. New diagrams are original explanatory work.