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From the 11th Annual Shorty Awards

In Someone Else's Shoes

Winner in Social Good Campaign


In 2017, Santander launched their Respect Adds Up campaign based on a belief that there is a lack of respect in the world. As a way to demonstrate the brand's values, In Someone Else's Shoes was created as a platform of understanding, and therefore respect. It offered participants a unique opportunity to immerse themselves into a reality many are unaware of, all with the hope of building awareness, changing perceptions and bringing respect to the often overlooked.

Strategy and Execution

In Someone Else's Shoes aims to put people into the shoes of the working homeless to better understand and therefore respect them.

Using the latest in volumetric capture, the project pushes the limits of augmented reality, creating the longest narrative-based application to date. Spanning nearly six minutes, the augmented reality film allows viewers to park a full-size car, or in this case the home of our hero Jen, in any space to watch the trials and tribulations of her day-to-day life.


The event was iPad-based with a single car planted in one location, yet viewers were encouraged to download the experience on their iOS ( or Android ( devices.

Successes include:

●Among event recap video viewers: +9.6% in Ad Recall, +6.1% in Brand Awareness and +5.5% in Consideration

●4,800+ people walked 20K miles during the 3-day walkathon, helping over 200 families get into permanent housing

●Drove awareness of this issue to over 5.3MM people


Video for In Someone Else's Shoes

Entrant Company / Organization Name

Arnold Worldwide, Santander Bank


Entry Credits