Markus Gerdemann

2013/14 - Global Brand Campaign
Role: Campaign lead
Title: Global Account Director
Agency: Sid Lee Montreal

As a continuation of the SS13 “Collisions” campaign, we wanted to celebrate Unite All Originals with a big interactive send off featuring the brand ambassadors Rev RUN and DMC aka RunDMC. The dynamic duo teamed up with A-TRAK for an interactive music experience that showed true brand loyalty across generations.

THE BRIEF
Reposition the brand from mass appeal to cutting edge and establish Originals as a cultural leader. Ensure different levels of local market involvement and consumer participation.

THE SOLUTION

In SS13, we introduced the Unite All Originals campaign that showcased the creative potential when two Originals partner up and collide.

In FW13, we celebrated collisions by enabling the consumer to “crash” the A-Trak and RunDMC collab.     RunDMC were the Original Masters of Collision, Hip Hop legends and our brand ambassadors. They were the first to fuse fashion and music, as well as rap and rock.

We brought this idea to life in two ways. All markets had the opportunity to air the global brand campaign including TVC, interactive film, print and a mobile web app -- all driving the consumer to retail. Key markets had the option to request customized versions of the campaign assets, including a consumer activation where fans inspired local artists to remix a bespoke song RunDMC and A-Trak produced.

INTERACTIVE

We were the first brand that leveraged Google's voice recognition API, allowing consumers to collide with RunDMC and A-trak. By talking to your computer and calling out elements shown in the video, users crashed RunDMC with their hometown New York City to create personalized music videos. Easter eggs enriched the experience, allowing consumers to discover hidden gems.

The interactive music video was a hit, generating 820,292 visits by 742,854 unique visitors. The microsite had been loaded 1,003,748 times. The YouTube video accumulated nearly 7 million views while the experience redirected 18,153 visits to the Adidas e-commerce website.

We reaffirmed Originals’ position as a leading street wear label by creating a microsite that attracted a large number of users seeking creativity and self-expression. Even more collisions ensued as people submitted their own remixes online, so we produced those too. Adidas Originals was in the eyes and at the fingertips of audiences everywhere. And originality was at the heart.

See what Google says:

The interactive music video was a hit, generating 820,292 visits, by 742,854 unique visitors. The microsite has been loaded 1,003,748 times. The YouTube video accumulated nearly 7 million views while the experience redirected 18,153 visits to the Adidas e-commerce website. We re-affirmed Originals’ position as a leading street wear label by creating a microsite that attracted a large number of users seeking creativity and self-expression. Even more collisions ensued as people submitted their own remixes online, so we produced those too. Adidas Originals was in the eyes and at the fingertips of audiences, everywhere. Originality was at the heart.

MOBILE

Rather than just creating a cut down version of the interactive film for mobile, we drove consumers to the store to experience the interactive film in real life.

PRINT

To create a consistent evolution from the previous SS13 season, we used the frame-in-frame graphic device but pushed it even further for FW13.

AWARDS

FWA Site of the day 09/30/2013

Concours boomerang 2013 awards. Category: Best use of video in the internet

Grafika 2014 - adidas Originals - Unite all Originals campaign FW13 - Great Price 2014 Poster advertising - FW13 Print campaign

D&AD Nomination / Animation & Illustration for Digital Marketing / 2014 

Cannes Cyber lions 2014 shortlist 

2014 One Show Design Merit Award

Local Activations

Local markets fully activated the campaign by making it 100% relevant to their market. We created a system that allowed them to lead with the global TVC and follow up with locally relevant activations. Consumers were asked to tweet or post inspirations for a unique music video to be created by local celebrities.