Campaign design

Second Time’s the Charm is a multi-platform campaign that reimagines Crocs as an everyday support system for families navigating dementia.

Because creating comfort is what we do, Crocs has stepped up — introducing a new line of Jibbitz designed around the activities, faces and places someone may encounter throughout their day. Jibbitz, long worn as mementos of meaningful moments, become visual prompts that help reduce memory friction and gently guide routine.

The campaign extends beyond the product. Location-based posters spark awareness, interactive touchpoints invite families to create personalised Jibbitz online, and a Memory Book allows users to physically “plug in” their day. Together, these elements transform customisation into clarity — creating small moments of recognition that build confidence, independence and connection.