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Birkenstock - Fine Strap Collection

WHAT
Birkenstock — Fine Strap Collection
London & Paris Paid Social Campaign

WHEN
2026

WHO
Creative Direction 
with Yeet

HOW:

Created for Birkenstock’s paid social channels, this campaign introduced the Fine Strap Collection through two distinct but connected stories of summer in London and Paris. Rather than relying on postcard versions of either city, the creative centred on the small rituals and idiosyncrasies that define everyday life for the people who live there — celebrating the quiet moments that make each place feel like home.

The London films explored the peculiar charm of an urban summer: queueing for a cold swim on Hampstead Heath, buying an overpriced drink simply to sit outside a crowded pub, or travelling across the city after work for a fleeting catch-up with a friend. The Paris chapter drew on a similarly local perspective, capturing afternoons spent beside the canal, market shopping, and passing time people-watching in the sun. Although seamlessly presented as Paris, elements of the campaign were cleverly produced across both London and Paris.

Designed for paid social across both markets, the films and stills balance authenticity with aspiration, positioning Birkenstock as a natural companion to everyday summer rituals. By focusing on lived experience rather than destination imagery, the campaign created a more intimate, culturally resonant expression of the brand that felt quietly observational, recognisable and true to each city.

CREDITS:

Creative Agency: Yeet
Production: Plan Productions
Client: Birkenstock EU

Talent:
Lulu Lindinger
Tori van Breugel

Team:
Executive Creative Director — Paul Mann
Executive Producer — Jake Perry
Client Services Director — Mike Wulverson
Account Manager — Olivia Vozzolo
Creative Direction — Victor Mazariegos & Ellie Jackson
Junior Creative — Neha Sivakumar
Producer — Dhaval Joshi
Production Coordinartor — Mathilda Blowers
Photography  — Hannah Cosgrove
Film — Brune Maubert
Makeup — Ezana Ové
Retouch — Plan Productions