The adidas originals brand famously embodies originality. We wanted to introduce style conscious teens who shop at Sportchek to the adidas originals line and inspire them to own what makes them original. We were tasked to:
1) Create an authentic and shareable brand connection with customers and
2) Drive adidas originals Sportchek sales
For decades, the Adidas trefoil logo has represented originality. So to bring Originals across the country together, we used the symbol as medium for our fans and invited them to collaborate on a re-imagined logo using their very own photography. With a mobile web app linked to their Instagram accounts, fans could upload their photos and pair them with other user-submitted images. Once their mashup was complete, they uploaded the final product - an original Adidas logo.
We used popular photographer Instagram influencers across Canada to collaborate on their own which were used online and in-store along with judging the entries and selecting a grand-prize winner. The winning collaboration earned both photographers a trip to Tokyo to further inspire their creativity.
See the case study here: http://lookwhatwemade.ca/city-of-originals/
PROJECT ROLE: Brand Manager, Production Coordinator
Client: Adidas Canada
Creative Agency: Tribal / DDB Canada
Account Director: Susan Charles
Account Executive: Monica Bialobrzeski
Creative Director: Diego Bertagni
Creative Team: James Leake, Jamie Spears