Adidas Originals FW13 Global Campaign

Part of the overall strategy for Fall/Winter’13 was to push technological boundaries, taking the artistic collision concept mass-scale to reach consumers. Run DMC were rumoured to be reuniting. The opportunity was to bring next-generation youth (urban 16-23 year-olds) back for another dose of Originals culture by colliding the Kings with emerging turntablist A-trak, keeping the brand fresh and relevant. 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 customised versions of the campaign assets, including a consumer activation where fans inspired local artists to remix a bespoke song RunDMC and A-Trak produced. We were the first brand that leveraged Google's voice recognition API, allowing consumers to collide with RunDMC and A-trak as they walk across New York. Voice commands or keystrokes helped viewers create unique Originals anthems, each word unlocking hidden content and visual effects. They could dive deeper into products, curated looks, see behind-the-scenes footage and receive words of wisdom from Rev Run. The video gave new understanding of the amazing things that happen when music, animation and film collide. The end result provided an immersive interactive experience featuring hundreds of animations, triggered by over 15000 keywords. Each unique collision was sharable. The video marked a step forward in understanding how a collision between music, animation and voice-command technology can define new forms of originality.