The idea Understanding that maintaining fitness impacts our mental health as well as our physical well-being, Adidas partnered with the Oliver Agency to create a series of videos utilizing professional athletes to help ‘train’ people at home. Not only would this strategy help improve lives during the pandemic, but would also connect athletes, as well as Adidas the brand, to millions of people in a new and impactful way. The idea was expanded to include storytelling as a way of getting across personal, impactful stories that would benefit viewers and promote an air of authenticity. For example, online searches of ‘home basketball drills’ doubled during the pandemic so Erica Wheeler and Amanda Zuhui B. of the WNBA joined Adidas to show how basketball players could mimic the training of the pros with just a ball and a court. Other professional athletes including NHL star Brock Boeser and professional tennis player Katrina Scott, among others, helped create 175 content pieces from 36 remote shoots. Videos walked viewers through short workouts that could power up there at-home training sessions and provide insight into the value of fitness.

After creating videos that included everything from rock climbing to running, and highlighting fitness on courts, tracks, fields, gyms, courses, and homes, their goal was easily reached. Adidas was able to garner over one million organic impressions, as well as improve its digital search rankings.

Tags: Awards Case Studies, Brand Strategy, Digital Campaign

 
 
Worn by Run DMC at the birth of rap culture, Adidas’s iconic Superstar shoe once stood for originality, inspiring subcultures like UK Grime. But today, with arts cuts and music schools closing, original UK talent has no space to be heard.

So Adidas wiped out three musical bars from Grime-pioneer Kano’s latest track – in homage to the shoes’ 3-bar design – with an innovative mobile site that turned mobile phones into studio microphones.

Adidas invited the unheard talent to step up for the chance to be heard by industry reps and win studio time with Kano himself. Young lyricists could record and broadcast their lyrics, with each entry instantly becoming bespoke music videos featuring Kano. Emergent talents got the Superstar treatment and entered the mainstream from the palm of their hands.

Making the unattainable attainable, this intelligent but simple mechanic put possibility at the fingertips of a generation of artists, providing a unique breakthrough opportunity and platform through which thousands of new voices were heard. This empowered their audience, democratized music, and re-established the spirit of the shoe’s heritage for promoting originality.

Credits
Advertising Agency: McCann, London
Client: Adidas Originals & JD Sports / Adidas Superstar trainers
Production Company: Craft
Product: Adidas Superstar trainers
Tags: Adidas Superstar Shoes, 3 Bar Superstar, Digital Campaign

Credits
Campaign name: She Is Heard
Media: Experiential, Out of Home, Integrated
Industry: Sports
Market: North America
Language: English
Agency: Miami Ad School & Humber College
Brand: Adidas
Art Director: Ted Pedro
Copywriter: Brenna O’Leary

This campaign is about:
Clio Awards, Integrated, Canada, Sports

Not all athletes are born equal. adidas has found that in London, Paris, New York and Tokyo alone, over 50% of girls don’t play competitive or individual sports and over 25% of girls stop playing sport between the ages of 14-17.

Why? Because they don’t see a future.
There are too many barriers stopping their progression. There’s a legacy of inequality and opportunity. Lack of infrastructure, lack of access, lack of role models, lack of funding. A legacy that adidas wants to change.

70% of black girls can’t swim and 5.5 times more black kids die drowning than white kids. But why? Lack of funding, facilities and ultimately HAIR.

For black girls, hair is a huge part of identity. Social pressure to always look good, the damaging effects of chlorine on afro hair and racial discrimination in swim cap sizes is preventing many black girls from getting in the pool.

On World Afro Day Adidas will launch Make Waves With Waves, a campaign empowering black girls to swim. Starting with free swimming lessons for the young women of London’s black communities. We’ll also release a range of swim caps fit for all black hair types, after-swim haircare products and haircare tutorials. Providing a way to protect their waves so they can focus on making waves in the pool.

This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.

Credits
Creative Team: Savannah Finestone, Jack Parker
College: Watford College

Tags:
New Blood Awards, Make Waves With Waves, D&AD New Blood, Adidas, Sport, Inequality, Empowering Women, D&AD New Blood Awards 2019, D&AD

Adidas

One of the best ways companies can reduce their carbon footprint is by engaging in a mix of recycling and more efficient use of waste products. Adidas has taken great strides in achieving the way they develop new products, with initiatives such as their partnership with Parley to create their “Ultraboost” shoe line.

Around 75% of the design incorporates recycled plastic dredged from the ocean, manufactured via a low energy, low water printing process.

As more and more designers move into sportswear, the efforts by one of the biggest names in the industry to promote more sustainable standards can only help raise standards across the board.

Biogen

As one of the largest and most profitable pharmaceutical companies in the world, and operating in an industry with a reputation for poor standards of sustainability, Biogen’s track record is something to be lauded. It is one of the few companies that have successfully achieved carbon neutrality, meaning that it has eliminated carbon-emitting activities thanks to a combination of general reduction and offset projects.

Additionally, it has repeatedly demonstrated its commitment to using sustainable sources in the development of its drugs. Given the fact that 71.4% of shoppers now take the environmental impact of their shopping choices into account when making their purchases, a move by such a large provider as Biogen makes as much commercial sense as it does ethical.

Ford

Companies dedicated to the manufacture of carbon-producing cars would be surprising entries on any list of climate-friendly corporations, but Ford has achieved great strides in their bid to minimise their impact on the environment. The ten-part environmental policy that they have been working and developing for the years includes, among other programmes, drastically improving fuel efficiency, investing heavily in hybrid and electric engines, using only sustainable fabrics in vehicles and ensuring all vehicles are 100% recyclable upon end-of-life. They have also committed to smaller, practical changes, like owning the world’s largest “green” roof.

Nestle

Corporate Knights’ 2019 list labelled Nestle as the third highest scoring company in terms of sustainable practices, and they seek to maintain that record with a variety of environmental policies covering all elements of the business. They focus on choosing materials based on the impact they have on the environment, recycling as much as possible, and where it is not possible, using only products with a low carbon footprint. They have even gone so far as to promote greater public involvement in recycling with the creation of their mobile app, Recycle123.

#TheRealKashmir FC supported by adidas
You think you’ve heard a lot about Kashmir. It is time you see #TheRealKashmir.

Fearless Kota – Bottle of Love
Bottle of love by Horlicks India | A special kind of nourishment shipped in Horlicks bottles. #FearLessKota. Read More

Jersey Knows No Gender
Virat Kohli Starts #JerseyKnowsNoGender Movement As India Reach Semis Of ICC Women’s T20.

We’re on our way to the semi-finals.. and it’s time to back Team India to bring home the World Cup! #JerseyKnowsNoGender????
I nominate @RishabPant777, @NSaina, @chetrisunil11 and all of you to join in. Wear your jerseys and strike the pose to cheer them on! ????@Uber_India #WT20 pic.twitter.com/cVFhOYjXfX

— Virat Kohli (@imVkohli) November 15, 2018

URI – The Surgical Strike | Mission Torrents

Let’s help Delhi #LowerTheWindow
Our actions today will determine how Delhi breathes tomorrow. Small, everyday acts, like taking the metro and ride-sharing, goes a long way in Delhi’s journey towards cleaner air. Let’s come together and help lower Delhi’s pollution. Let’s come together and help Delhi, Lower The Window.

P&G Shiksha – Choose For Change
P&G Shiksha believes that every person has the power to make a big impact and change lives. Just by their simple everyday choices. #ChooseForChange

Maruti Suzuki India – Sound of NEXA Blue
At NEXA, they strive to come up with new and innovative ways to express themselves and sweep you off your feet. In their search to find the most innovative way to express NEXA Blue, they created the sound of NEXA Blue.

Horlicks Fearless Songs
Let’s make learning fun with Horlicks Fearless songs. Because when music is on. Exam prep is full-on. #FearlessExams

Mind your language by Racold
“WATConsult’s ecomm vertical, understood that during the winters, the demand for water heaters is high across the central, northern and certain parts of the south in India. These observations lead the team us to find a unique insight; that people, especially in Tier 2 & 3 towns, talk in a local dialect and their literal pronunciations of English words sound a bit different. Thus, we figured that they type as they speak, which results in misspellings while searching for the required products.
We leveraged the same and used Amazon search ads in accordance with the vernacular vocabulary of the consumers where the demand for the product was high, resulting in whooping sales.”

Ola – #MyIndependenceDay
This Beautiful Video Asks, “When Was Your Independence Day?”. People Respond With Heartwarming Stories

Creative ABBY Awards 2019 Winners full list:

Download

Tags:
Real Kashmir, adidas, The Real kashmir, Football, Cheil Worldwide, Cheil India, Publicis Capital, Grapes Digital, Creative ABBY Awards 2019, Fearless Kota, Bottle of Love, Horlicks, ICC Women’s T20 Championship, Jersey Knows No Gender, Virat Kohli, UBER India, GlaxoSmithKline, Pharmaceutical, Dentsu Webchutney, Uri The Surgical Strike, Uri Mission Torrents, Google Assistant, Lower The Window, Air Pollution, P&G, P&G Shiksha, Choose For Change, Enzy Studios, Sound of NEXA Blue, Maruti NEXA, Maruti Suzuki, Hakuhodo, Public relations, PR Campaigns, Japanese advertising, Horlicks Fearless Songs, Mind your language, Racold, WATConsult, Happy mcgarrybowen, #MyIndependenceDay, Ola cab, Ola, Best Digital Campaigns, Digital Marketing Trends, Best Online marketing strategies, social media campaigns, Best Tv Commercials , Inspiring Short Films, Best Commercial Ads, Best TV Ads, Advertising Agencies Association of India, Goafest 2019, Goafest 2019 winners, ABBY Awards 2019 winners, ABBY Awards 2019

Why is Experiential Marketing Campaigns the need of the hour? Is it really effective? In our opinion, experiential marketing helps a brand to get into the hearts and minds of its customers through a unique experience. An experience is remembered because it leaves you with emotion, whether it is a joyful emotion or a memorable expression. If a brand is able to stir the right positive emotions within their customers then they’re home! And the probability of customers turning into loyal consumers increases as today’s customer is looking for meaningful associations through experiences. It’s no more a mere one-time transaction for them. It’s definitely more impactful than just throwing up Facebook or Twitter ads or things like that.

Work events are really hit or miss. Let’s be honest: How many times have you found yourself anxiously fidgeting with a paper napkin in the corner of a stuffy networking happy hour?

Have you ever thought as to why events or trade shows or industry seminars don’t really make people come back? It’s not about the event. It’s about the experience people go through. An experiential marketing campaign like an entire area been designed to look and feel like a giant video game for a game promotion is much better than a normal kiosk or a verbose discourse at an event where many just yawn and forget and never come back. Then it’s no more a yet another exhausting event but an exciting experience to look forward to. That’s what experiential marketing is all about.

Refinery29: 29Rooms

An interactive funhouse of style, culture, & technology #ExpandYourReality

So how is it done really? And how can you use it to make maximum impact? After a relentless search, we have found 5 examples of effective experiential marketing campaigns for you. Read on!

Adidas – Boston Marathon
The fitness brand Adidas gave every athlete in the race the star treatment by capturing their progress with a camera crew and RFID chips

We’re #HereToCreate Legend. Now every #BostonMarathon

 

View this post on Instagram

 

Feeling those post-marathon blues after such a rush of excitement and utter craziness yesterday… but fun to reflect back on the experience. Adidas created a little video for each and every competitor! Check yours out ???????? Go to the link in my bio, scroll down and type in your bib number, and VOILA! @adidasrunning #createdwithadidas #BostonMarathon #HereToCreate

A post shared by Amanda Nurse (@amandarunsboston) on Apr 17, 2018 at 5:27pm PDT

Red Bull Stratos

– Felix Baumgartner
See through the eyes of Felix Baumgartner as he completes his world record-breaking jump from the stratosphere!

Coca Cola FIFA World Cup AR Experience

Coca-Cola wanted to celebrate their continued support of the FIFA World Cup 2018, with an Augmented Reality experience that gave football fans the chance to play alongside Switzerland star Xherdan Shaqiri.

Listerine – Bring Out the Bold

Mercedes-Benz Invisible Car

Nike Unlimited Stadium

The world’s first full-size LED running track. The world’s most innovative training environment.

Tags:
Boston Athletic Association, Adidas, Experiential Marketing Campaigns, Fitness, RFID, Athlete, Refinery29, 29Rooms, Marketing Campaigns, Style, Culture, Technology, Interactive Campaigns, Boston Marathon, Felix Baumgartner, Red Bull Stratos, Red Bull Space Jump, AR, Augmented reality, Celebrity Endorsement, Coca-Cola, Digital, Out of Home, OOH, FIFA World Cup, Football, Sports, Xherdan Shaqiri, J. Walter Thompson, Listerine Bring Out the Bold, The Invisible Drive, Mercedes-Benz, Mercedes-Benz Invisible Car, Jung von Matt, Cannes Lions, Clio Grand Prix, One Show Awards, Andy Awards, Creative Circle Awards Grand Prix, Ad Stars Grand Prix, BBH Singapore, Nike, Nike Unlimited Stadium, Best Technology campaigns, Best Digital Campaigns

The core objective of the campaign is to build awareness, buzz and excitement around the tournament and to own conversations around the World Cup for brand Adidas in a country that is chiefly dominated by cricket. The one-month-long campaign is aimed at reaching out to people who are enthusiastic about football across the 12-35 age bracket.

The campaign is centred around a deep understanding of the consumers, derived from the network’s primary research tool (OCS) and the agency’s patented analytical tool – OOHZONE.

With an aim to design a successful campaign, Posterscope India has selected strategic locations to reach out to the core TG and has crafted multiple innovations to showcase the FIFA fever within the OOH space. The agency has created the Rotating Football, a replica of the Official FIFA – Adidas Telstar 18 (official match ball of the 2018 FIFA World Cup) with an 8-foot diameter and has mounted it on the top of a unipole. Beneath the ball, an LED countdown to the FIFA World Cup is also displayed.

As part of the second innovation, Posterscope India has modified half a billboard to look like Goalposts. Inside the goalposts, a 3D ball and an LED counter has been installed. Here, the LED shows the number of goals scored by TELSTAR 18. The third innovation is the ‘Live Score’ board that keeps football lovers up-to-date with the live match scores.

Sharad Singla, senior manager activation – Adidas India said, “We wanted to create a memorable experience and live the football fever. Through the OOH campaign we wanted to push the needle and surprise the fans with something new and innovative that can be carried out throughout the World Cup.”

Aditya Goel, assistant vice president – Posterscope (North) commented, “As Adidas is one of the prime sponsors of FIFA World Cup 2018, Posterscope tried to bring the experience and updates of all the matches to the Football lovers. The team went ahead and integrated the data and technology and showed live scores of all matches during the World Cup in real time so that the commuters can catch up with the live updates. We were glad to meet the client’s expectations and ensuring smooth execution of the campaign.”

This Outdoor campaign is about:
Adidas, Adidas Telstar 18, FIFA, Football World Cup, OOH, OOH campaign, Posterscope, Russia

Adidas Runners is a global community – that brings people together in pursuit of their own running goals. Be it social running, or breaking their own bests, adidas Runners provides quality inputs through experts, curated running sessions and cross-training workouts to help all runners get to where they want to be.

Isobar, the digital agency from Dentsu Aegis Network that handles the digital solutions for adidas, has recently launched a digital campaign – #ItsOnYou.

The core objective is to expand the brand’s community of runners, especially women non-runners. While most brands are striving to garner new audience through strong communication, which is driven by motivation and persuasion; adidas came up with a digital film with a counter-intuitive concept. Instead of giving reasons to women to run, the brand rode on the belief that no one can make someone run, unless they want to.

The goal of the film was to make women realise that no external motivation can drive them, nor can any excuse hold them back. Every reason one gives to go for a run, and every excuse one gives to skip a run, there’s something above them all – they themselves. To back this philosophy, the #ItsOnYou communication was crafted.

On the launch of the new campaign, #ItsOnYou, Sunil Gupta, BU – Head, adidas Running said, “#ItsOnYou is a thought that echoes an urban dilemma – the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Of the fact that if we’re to achieve something for ourselves, everything to make it happen – is ultimately, within’. Through the film, we set out to showcase some of the thoughts people might have at the ‘moment of truth’ – that metaphorical wake-up call which may spur is into action or lull is into accepting another excuse. Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions – that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully.”

Anish Varghese, National Creative Director, Isobar India said, “In today’s busy lifestyle, it’s getting easier for people to find excuses – whether it’s to run or not to run. This is an attempt to make people realize that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end the onus is on you to get up and go for that run.”

Campaign Credits:
Brand: Adidas
Advertising Agency: Isobar
National Creative Director: Anish Varghese
Group Creative Director: Anadi Sah
Associate Creative Directors: Vibhor Yadav & Amit Singh
Group Head: Kritica Pareek
Account Managers: Proneeta Das Tsering & Radhika Rampal
Film Director/Senior Producer: Taj Ali Naqvi
Production House: Orange Candy Productions

This Article is related to:
360 degree initiatives, digital, on-ground branding, Digital Campaign, Adidas Campaigns, Adidas, #ItsOnYou, Fitness, Running, Isobar, Orange Candy Productions, Dentsu Aegis Network, Digital Agency, Adidas Runners, Best Digital Campaign, Creative advertising ideas, Advertising campaigns, Social media campaign, Marketing Ads, Digital Innovations, Out of the box ads, Viral videos

Keep feeling the love and using the hate – in the end it’s the #game that matters #FeelLoveUseHate pic.twitter.com/x1uuuKucqc

— adidas Cricket (@adidascricket) March 18, 2016

Love is the fuel, hate is a driver.
Love picks a side, hate picks on a side.
Love keeps you interested, hate keeps you invested.
Love keeps no scores, hate settles scores.
Love gives all, hate takes everything.
Love puts you in their hearts, hate gets you in their face.
Love spreads, hate focuses.
Love conquers, hate destroys.
#FeelLoveUseHate

Brand: Adidas

Read More on “Adidas Case Study: The Full Value of Mobile”

Credits:
Campaign: Adidas: Create your adicolor
Advertising Agency: TBWA Barcelona, Spain
Creative Directors: Ramón Sala, Miquel Sales, Fer Garcia
Art Director: Jordi rins
Copywriter: Albert Calsina
Photographer: Ramón Serrano