22-Squared and Shoe Carnival want you to #LaceUpForLacey

Shoe Carnival is a large retail outlet with more than 400 stores. This is their largest social media push in history, and for a good cause, too. Running on the usual suspects, Facebook, Twitter, Instagram, Pinterest and YouTube, their campaign goal is less about selling shoes, and more about joining the fight against pediatric cancer. Shoe Carnival has teamed up with Coaches vs. Cancer and Princess Lacey's Legacy, to sell a special pair of gold shoelaces honoring Lacey Holsworth. For those who don't know, Lacey was a huge Michigan State basketball fan who sadly lost her battle with pediatric cancer in 2014. The shoelaces will be available at all Shoe carnival stores, as well as on Shoe Carnival's website here with all proceeds going to The American Cancer Society's Coaches vs. Cancer organization and Princess Lacey's Legacy. In addition to these posts and videos there are also videos of college basketball coaches sharing how their lives have been touched by cancer, and telling people how they can make a difference by buying a pair of Lacey's laces.
Sometimes a tragedy can be used for good. Sounds like this is one of those cases.

Client: Shoe Carnival
Advertising Agency: 22squared
Chief Creative Officer: John Stapleton
Executive Creative Director: Kevin Botfeld
Creative Director: Jennifer Tuel
Content Director: Mindy Adams
Art Director: Rachel Splinter, Eduarda Castro
Senior Copywriter: Natalie Meeks
Producers: Emily Cabral
Content Strategy Director: Hillary Traylor
Associate Strategy Director: Natalie Webb
EVP, Client Leadership: Ed Klein
Account Supervisor: Shelly Hiatt
Account Executive: Mallory Morgan
Photographer/Designer/Stylist: Rachel Splinter, Eduarda Castro
Lettering Artist: Casey Ligon, Freelance
Executive Producer: Karen Burke