Carrier pigeons haven't been considered as a practical, efficient mode of communication since World War II, yet eco-conscious shoe company Jojo has found a way to use them for deliveries, physically and digitally. Based on the video below, the Brussels-based brand's flock is meant to deliver at least as much web traffic as they do shoes.

The bit about having customers submit images of their neighborhoods (for the pigeons' benefit) is pretty neat, though I'm curious as to how reliably the pigeons can find their destinations based on Google Streetview...

Still, the strange thing about the video is that they don't mention the project—half of the proceeds go towards one of two "actions": providing clean water or planting trees in Africa—at any point during the clip. Thankfully, it's a straightforward metaphor:...this shoe (or should we say this ribbon) conforms to the shape of the foot, just like a bandage meant to heal it, [which has] become the distinctive sign of our brand, directly linked to our eco-responsible philosophy...

For what it's worth, the design ain't bad... though I'm not seeing the "pigeon" option under shipping (for U.S. or Belgian addresses).