Dutch based Lemz runs an interesting online campaign for a new line of K-Swiss shoes. The ‘Stripe Shifter’ has five stripes on the side. Each is changeable in color and height, creating unique combinations that can be used to convey a personal message.

There are five general messages. Through an extensive TV, radio, print and internet campaign running in The Netherlands, England and Germany people are encouraged to visit the website and create their own code and message. This is fun and addictive and will definitely lead to a full consumer generated language. Wonder if it will work on the streets as well.