While the provocative campaign name is meant to draw a connection between the perceived ugliness of the human foot – (seriously, so sorry, Podophobics!) – and its utility, the same could be said of Birkenstock’s signature and arguably unstylish sandals. This content-driven campaign serves as both promotional and educational, highlighting Birkenstock’s longstanding orthopedic ethos. It aims to draw attention to the fact that most painful foot issues are caused by poor footwear, demonstrating why proper shoe design, quality and responsibility are important to foot health and are Birkenstock’s brand promise. Click the photo below to view the first installment of their three-part documentary series, produced by T Brand Studios, the content arm of New York Times Advertising.