2013 - Global Brand Campaign
Role: Campaign Lead
Title: Global Account Director
Agency: Sid Lee Amsterdam/ Montreal

For SS13, adidas Originals brought artists from different disciplines together to collide and create something unique, new, and unexpected. At the center of the campaign was the adidas collider, a platform that served as user navigation to discover original content across the web.

To launch the campaign, a 90-second hero film was created in collaboration with DJ/producer A-Trak and director/visual Edbangers artist SoMe.

THE BRIEF
Reposition the brand from mass appeal to cutting edge and establish adidas Originals as a cultural leader.

THE SOLUTION
Based on the insight that something truly new and original comes out when two or more creative people get together, we created a series of truly unique culture crashes, inspiring our consumers’ creativity.

TEASER

TVC

A global 30 second TVC, as well as five adaptations featuring local products, had been created. A 90 second version released online functioned as a CTA to drive consumers to the digital experience called "The Collider.”

THE ADIDAS Originals COLLIDER

8 artists with different backgrounds from around the world collided to create something new. The outcome of each collision was spread across the internet on adidas owned, earned and bought channels according to its media type (video, image, audio, code).

Each piece worked as an entry point into the experience on its own. The collider, a unique navigation menu, allowed the consumer to surf through the various channels to experience the created content without leaving the adidas environment.

By either selecting the artists you want to see collide with each other or by simply clicking the next button, users can surf through their favorite social media sites, blogs and artist pages. Through the navigation bar, they were always one click away from POS.

Participating artists:
- Jeoff Lillemon (Digital artist, The Netherlands)
- Grace Tang (Sculptor, Hong Kong)
- Colin Solal Cardo (Videographer, France)
- Evan Roth (Creative technologist, USA)
- Iggy Azalea (Rapper, Australia)
- Daniel Disaster (Music producer, USA)
- Flip (Painter, Brazil)
- Stööki (Design collective, UK)

The 16 collaborations between the artists have been activated as events in local markets. This created additional footage next to the actual collision content and behind the scenes documentations.

Here's an example of what happens when Evan Roth and Iggy Azalea collide.

The collision "Like to Death" between Jeoff Lillemon and Stööki received the FWA Site of the day reward on 1st of August 2013. 

PRINT

Next to the ATL imagery produced at the TV shoot, a separate BTL shoot took place in order to highlight looks from the adidas Originals SS13 collection. A new visual device (frame-in-frame) had been created to reflect the campaign message of collisions.

RETAIL

We created a toolkit with two retail activations for local markets that drove consumers to retail and engaged further with the brand.

We invited our consumers to "unite" and receive collective rewards by liking certain posts on Facebook. When a threshold of likes were received, invitations to local events were revealed.

In-store, the consumers could "unite" and reveal rewards by taking pictures of themselves and adding them to a "Unite All Originals" Wall.

Awards

FWA Site of the day 08/01/2013