ZY Spread the words - nagative experience done right

I couldn't imagine the better way to use this wrong solution right. Normally, this ad activity might cross fire to the brand and the ad agency badly, but it seems like ZY's brand position, "Bad ass shoes." is an exception for the creative to go this nuts.

To be honest, I envy them, not because they came with the idea, but because they got to throw marked roaches around town.

Credit:
Advertising Agency: davidandgoliath, USA
Chief Creative Officer: David Angelo
Executive Creative Director: Colin Jeffery
Art Directors: Federico Callegari, Gabriel Jeffrey
Copywriters: Colin Jeffery, Brett Landry
Producers: Carol Lombard, Lisa Leone
Account Executive: Jana Wentz
Executive Producer: Carol Lombard
Producer: Lisa Leone
Production Company: Rockhard Films
Director: Tony Petrossian
Director of Photography: Scott Winig
Executive producer: Lorraine Kraus
Line Producer: Mikha Grumet
Editing House: Spinach Editorial
Editor: Adam Bright & Tony Petrossian
Producer: Carol Lombard
Audio Mix: Lime Studios
Mixer: Sam Casas