Assignment: BLUEVIEW FOOTWEAR offers the only fully-biodegradable shoe on the market. Everything, from the foam to the fabric, will decompose in the soil. No other shoe brand can say this. But while this is a fairly simple proposition, getting people to understand it in the shoe category, where many brands take credit for being "sustainable," takes some explanation.

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The Campaign: "BLUE VS SHOE" puts the issue of "greenwashing" front and center by pitting BLUEVIEW's actual science against slippery, tone-deaf logic employed by bigger shoe brands.