Adidas: New Originals Campaign*

10 03 2008

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adidas have launched a new set of online, print and tv related campaign elements for their 2008 collection of ORIGINALS clothing. Things kicked off with a fully “animated” ad by 180 Amsterdam featuring Adi Dassler the founder of adidas (see below).

Here is the official release:

adidas is launching its first global campaign for Adidas Originals lifestyle brand. Developed by 180, the campaign rallies round a series of web videos of people from art, music and athletics.The first effort, which launches this week, spotlights Adidas’ founder, Adi Dassler, in his workshop in Germany. This is also the first time in the company’s 60-year history that its founder has been brought to the fore in adidas advertising.

The campaign is supported by print, TV, in-cinema and web ads leading consumers to the microsite within adidas.com. Pierre Wendling, 180’s digital director, explains that the agency didn’t employ digital animation to resurrect Dassler. Rather, Wendling and his team recreated Dassler’s office in miniature, down to scale model versions of his desk, furniture, tools, and accessories, with ambient street sounds, and radio playing songs of the day in the background.

The originals tend to have a retro feel. The logo is not the three-stripe symbol for adidas Performance, but the adidas trefoil logo introduced in 1971.
 
He adds that the first of five films won’t be product-focused, while the rest will, each touting the new Originals apparel line.One of the forthcoming films in the series, “Sounds of the City,” will tout a range of Adidas Originals product while highlighting reggae from Jamaica; the Motown sound; Memphis, and New Orleans.Each film ends with the Adidas trefoil transforming into a video sphere on which films about the featured artists and athletes are arrayed, with the “Celebrate Originality” theme

Here are some of the campaign elements…

1. Adi Dassler

adidas Originals – Adi Dassler – 2:45 min

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2. Sounds of the City

adidas Originals – Sounds of the City_Detroit – 3:09 min

I really like this ad..been looking for it for quite some time after I’ve seen it in the cinema…!

3. adidas Originals “Games”

Finally this ad I found today…dunno how it fits in but I think it is really cool!

adidas Originals – Games – 2:05 min

 

All in all, a really cool campaign and I am looking forward to more extensions!

 

Visit: adidas.com/originals

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One response

10 01 2009
Arturo

It´s really absurd the term of violation for these kind of material, Ads I suppose are better if they can reach more people.. ;-P. Lawrence Lessig is totally right, we are drowning innovation with the approach to copyright we have right now…

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