Adidas Originals: Original Is Never Finished
Insight: People feel like it’s impossible to be original because “everything has been done before.”
Idea: Adidas decided to prove that “what’s been done before can be done again” while still being original. They took popular old songs and then teamed up with current day music artists to do their take own take on them through their own songs and music videos, which was then displayed onscreen during the Grammys.
I really liked this campaign for a few reasons. Firstly, their insight was simple, clear, and universal, which is what advertising should be. Not only that, but the insight clearly connected to their brand and product line they were promoting: Adidas Originals. After bringing this insight to the table, they then focused on their audience – millenials (because isn’t that always the audience these days? we’re like a new whole damn species apparently). Focusing on this audience, they brought in the aspect of hip-hop music, using relevant artists that our generation knows in combination with old iconic artists from different genres, like Frank Sinatra, as well as iconic visuals, such as “The Birth of Venus” painting by Boticelli and old cartoon characters like Snoopy. Furthermore, they came up with the perfect platform to advertise their campaign: The Grammys.
To prove my point: there was a 45% global sales growth for Adidas Lifestyle. good advertising = effective.
– J Qualls