adidas Originals has launched its new global multi-platform campaign entitled “Unite All Originals”. The effort is designed to inspire the brand’s fans through a series of truly unconventional music and visual art pieces by international creatives from various areas. The major online hub for the 2013 brand campaign unveils a so-called “adidas collider” that serves the most original mixed content from artists, who unite to create something very special.
Photo: adidas Unite All Originals, www.facebook.com/adidas (click to enlarge)
This initiative has gathered together digital artist Jeoff Lillemon, sculptor Grace Tang, videographer Colin Solal Cardo, artist Evan Roth, rapper Iggy Azalea, music producer Daniel Disaster, painter Flip and designer Stööki. They have developed a range of unexpected collaborative pieces—videos, visuals, graffiti, tracks, etc.—to demonstrate how a mixture of creative visions can result in something really impressive. Some of the co-created projects are already available to see (or hear), and the rest is yet to come. Each of the artists collaborates with several other members of the team to produce more content with different creative accents and notes.
adidas Originals has also unveiled lookbooks, inspired by the creative duos—users can see them in the dedicated hub right after they have chosen the ‘colliding’ artists. The audience can also contribute to the new initiative by submitting their artworks to adidas or sharing their content with #adidasoriginals on Twitter, Instagram and Tumblr . The brand will choose the best ones and post them on a dedicated digital wall.
To raise awareness of the new campaign, launched on March 5, adidas has released a 90-second film that celebrates the vibe of contemporary youth culture. For the video, the brand has teamed up with DJ/producer A-Trak and director & visual artist SoMe (he has recently created a Heineken limited-edition bottle). In the spot, A-Trak is remixing his single “Landline” using various street sounds, produced by people, hair trimmers, cars, balls, dogs and more.
“The adidas collider is the perfect execution to bring ‘Unite All Originals’ to life”. It is an innovative way of navigating content across the web, showcasing many different types of originality; from music producers to designers and digital artists to sculptors,” noted Hermann Deininger, CMO of the adidas brand. “The adidas collider is the next step in how we will approach our consumer digitally bringing him or her to the forefront of culture and showcasing how adidas Originals brings people together to create new forms of originality.”
The campaign will be rolling out across multiple channels including advertising, PR, retail and online, with a focus on digital executions. adidas Originals will also launch TV advertising on target markets.