CALLE ADIDAS ORIGINALS by LA DESPENSA INGREDIENTES CREATIVOS for Adidas

Adsarchive » Promo » Adidas » CALLE ADIDAS ORIGINALS

CALLE ADIDAS ORIGINALS

Pin to Collection
Add a note
Industry Clothing, Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Spain
Agency LA DESPENSA INGREDIENTES CREATIVOS
Director Juan Rayos
Creative Director Belén Coca
Art Director Rocío Verdejo, Hector Farias Rodriguez
Copywriter Victor Gomez
Released October 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ADIDAS
Product/Service: CLOTHING
Agency: LA DESPENSA INGREDIENTES CREATIVOS
Date of First Appearance: Oct 2 2010
Entrant Company: LA DESPENSA INGREDIENTES CREATIVOS, Madrid, SPAIN
Creative Executive Director: Miguel Olivares (La Despensa)
Creative Executive Director: Javier Carrasco (La Despensa)
Creative Director: Belén Coca (La Despensa)
Account Director: Sergio Sancho (La Despensa)
Account Executive: Juncal Roig (La Despensa)
Art Director: Hector Rodriguez (La Despensa)
Art Director: Rocío Verdejo (La Despensa)
Copywriter: Víctor Gómez (La Despensa)
Director: Juan Rayos (Films and Cheaps)
Media placement: Event - Plaza de la Luna - 2 October 2010

Describe the objective of the promotion.
To launch the new adidas collection based on street style, we created the “adidas Originals Street”, a campaign where we demanded originality on the streets, and where we managed to gather over 8,000 at a brand experience in the area at the adidas Flagship shop in Madrid.

Describe how the promotion developed from concept to implementation.
Online:
The experience began with an interactive viral that was an invitation for everyone to join us at the event.

Offline:
The experience became offline at an event where we showed the new collection at a fashion show. People from the street selected through castings in shops walked down a catwalk while skaters and bikers flew over their heads.

While graffiti artists decorated the square with their drawings, several live bands and DJs filled the atmosphere with their energy. Thanks to a special promotion, we directed members of the audience to the shop.

Explain why the method of promotion was most relevant to the product or service.
A “lovemark” like adidas represents a lifestyle to its fans, so we decided to “wrap” a promotion in a total brand experience that didn’t look like a promotion at all. To show the adidas attitude, we created an event to demand more open and creative streets, as any kind of street art is completely forbidden in Madrid.

Describe the success of the promotion with both client and consumer including some quantifiable results.
On 2 October 2010 we opened our street in an event that had a massive coverage in all kinds of media.

768,000 people watched and followed the plot of our viral during 5 and a half minutes.
We reached a publicity of 3,672,412 euros. Flagship sales increased on the day of the event: 325%. 107 million euros in impression media. And we got more than 2,500 appearances on TV, online and written press.

Over 8,000 people were infected with our spirit and came to demand more open and creative streets.