2012 - Global Brand Campaign
Role: Campaign Lead (Digital)
Title: Sr. Account Manager
Agency: Sid Lee Amsterdam/Montreal

In 2012, Sid Lee received the brief to activate two key categories within the adidas overarching brand campaign “All In”. To start off the year, the objective was to create awareness for the adidas Running category and strengthen the brand’s positioning within the marketplace. For the second half of the year, the focus was to increase the market share for adidas lifestyle sub-brand Originals, by kicking off the brand’s repositioning as an enabler of self-expression.

THE BRIEF

Produce an integrated marketing campaign that creates buzz and noise around the Originals brand. Create opportunities for consumers to get involved and engaged on a global and local level through self-expression over the course of 6 months.

THE SOLUTION

TVC

Fashion is always inspired by the streets. So for Originals, the crosswalk became the catwalk. We created a global TV spot with the tagline "all Originals represent" featuring Nicki Minaj, Big Sean, Derrick Rose, 2NE1 and many others. For China and Korea versions, local assets had also been created.

For China and Korea versions with local assets have been created.

PRINT

ATL print executions had been captured during the global TVC production.

DIGITAL and LOCAL ACTIVATION

We created stages to spotlight consumers and their crew’s originality. Our fans now had the chance to show the world how each individual had his or her own style and swag, but as a group, their crew represented something even more powerful.

Consumers were invited to represent their crew in three stages.

In stage #1, we inspired crews to represent themselves by registering online at adidas.com and telling us what they are all about.

In stage #2, crews had to rally their fans and showcase why they were the most original crew. We provided tools, like a Facebook cover image creator, or the possibility to create customized crew shirts via the miadidas platform.

In stage #3, the final stage, crews who had gathered the most fans had the chance to represent their skills at a local event, to win the title of the most original crew in their country and a variety of rewards.

THE RESULT

- Massive PR pickup and 2.5 million Youtube views in the first 2 weeks.

- Hundreds of crews represented in over 16 countries.

- The digital aspect of the campaign alone delivered 4.9 billion impressions, 13.5 million clicks, and an estimated global reach of 1.2 billion people around the globe.