HyperRide, an online-only sports gear retailer, needed a way to convince customers to take a leap of faith and buy footwear online without being able to physically try them on first.

We came up with the idea of using the newspaper as a tool for people to ‘try’ footwear on before they committed to a purchase.

This series of print ads won Newspaper Ad of the Year in New Zealand - as judged by Cindy Gallop.