To promote its range of antifungal products, Canesten is searching for Australia’s best feet pics, with the chance to win $10,000 and national foot fame. Feet pic creator Layla Kelly has been engaged to help find them, as well as comedy duo The Fairbairn Brothers.
The new national campaign is grounded in research that reveals over a third (36 per cent) of Aussies have either sold or considered selling feet pics in the past year, with 77 per cent citing rising cost of living pressures as their motivation.
Far from promoting perfect pedicures, the campaign celebrates real, relatable toes from bunions, blisters, and everything in between. The initiative aims to destigmatise foot health while encouraging Aussies to put their best foot forward, fungus-free.
Over 70 per cent of Aussies will experience athlete’s foot at some point in their lives, thanks to a mix of shared showers, sandy changerooms, and sweaty sneakers. The good news is that fungal infections are treatable. Canesten’s campaign aims to remind Australians that there’s no shame in your feet.
Australians’ fascination with feet is more than just a social media quirk. New research commissioned by Canesten reveals a striking shift in attitudes towards feet and foot content, suggesting an untapped cultural conversation with strong viral potential.
“Whether you’re a seasoned pro or snapping your very first feet pic, I encourage everyone to throw their toes in the ring – you never know what might stand out as Australia’s Best Feet (Selfie!). With $10,000 up for grabs and a chance to score the kind of Aussie fame only feet pics can provide, now’s the time to put your best foot forward – without the fungus, of course,” Kelly said.
“We want to see all types of feet, but as I’ll be crowning the winner, I’d recommend checking out my top tips to make sure your feet are truly selfie-ready. Thanks to Canesten’s antifungal treatments, there’s no excuse – healthy, confident feet are always in season. I can’t wait to see what Australia’s got… I might even get inspired for my own next post,” Kelly added.
The Fairbairn Brothers are lending their support and soles to the search for Australia’s Best Feet Selfie.
“This is a great opportunity for everyday Aussies to uncover their hidden potential. It’s not every day your toes could win you ten grand. We’ve seen some pretty questionable feet in our time, so we’re excited (and slightly terrified) to see what our audience sends in. Whether you’re fresh out of the salon or straight off the farm, this is your moment,” Lachlan Fairbairn said.
“When I found out Canesten was giving away $10 grand for Australia’s Best Feet (Selfie!), I knew it was my shot. My feet might be a bit wonky, but apparently that’s part of the charm. Blisters, bunions, bilbo toes – Canesten says weird is wonderful. If my feet have a chance, yours definitely do too. Get snapping,” Jaxon Fairbairn added.
“Whether you’re taking a toe-top selfie or just want to feel confident in thongs this summer, Canesten’s range of broad-spectrum antifungal treatments is supporting healthy feet as the weather warms up. After months of being couped up in sneakers and boots, Australians shouldn’t have to worry about fungal infections when they’re finally baring their toes for summer – and that’s where Canesten comes in,” head of marketing, Canesten, Jodie Lynch said.
“Our science-based products effectively treat athlete’s foot by targeting the root cause, not just the symptoms, scratching the itch of unseemly fungal infections, so Aussies can wear sandals or thongs – or nothing at all – with confidence,” Lynch added.
With Canesten, Aussies can stay barefoot and proud because nothing kills a foot selfie faster than flaky toes and funky soles. Australians 18+ are encouraged to discover if they have Australia’s Best Feet by submitting their feet pics to the site and rallying their mates, family, and foot fans to vote. Enter via the Canesten website for your chance to win AU$10,000!
