adidas Originals has rolled out a new stage of its well-known ‘adidas is all in’ campaign. Only celebrity brand ambassadors feature in the initiative including singer Nicki Minaj and hip hop artist Big Sean, Korean pop phenomenon 2NE1, the NBA’s Most Valuable Player Derrick Rose, and fashion designer Jeremy Scott.
The ‘all originals represent’ video spot reflects the creative spirit from New Yorkto Tokyoand from Paristo Rio de Janeiroand invites viewers to visit http://www.adidas.com/originals. On the web site people from around the world can show off “what they are all about”.
The all-integrated campaign by Montreal-based agency Sid Lee encompasses television, cinema, digital, retail and print media. Local events across the globe will be held to encourage consumers represent their crews and what they can do the best. The content created during the challenge will be presented at http://www.adidas.com/originals. People will be able to vote for their favorite crew or talent in their country. ‘all Originals represent’ will be rolling out globally throughout August and September 2012.
“This generation is always looking for a chance to go all in to their own beat; an opportunity to show the world their passions and their talents. This campaign builds on the desire for self-expression, and we are enabling our consumers to share with us and the world their creativity, and what originality means to them,” comments Hermann Deininger, CMO of the adidas brand.
The soundtrack of the video is Minaj’s song ‘Masquerade’ written exclusively for the brand film. The film was directed by acclaimed filmmaker Melina Matsoukas, known for collaborations with some of the biggest names in the music and lifestyle industry.