PARTY MOVIE by LA DESPENSA INGREDIENTES CREATIVOS for Adidas

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PARTY MOVIE

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Spain
Agency LA DESPENSA INGREDIENTES CREATIVOS
Executive Creative Director Javier Carrasco Y Miguel Olivares, Miguel Angel Barahona M. - Andrea Olivares
Creative Director Belén Coca
Art Director Willy Roda
Copywriter Jorge Sánchez Mares
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: ADIDAS ESPAÑA
Product/Service: ADIDAS
Agency: LA DESPENSA INGREDIENTES CREATIVOS
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: LA DESPENSA INGREDIENTES CREATIVOS, Madrid, SPAIN
Executive Creative Director: Javier Carrasco (La Despensa Ingredientes creativos)
Executive Creative Director: Miguel Olivares (La Despensa Ingredientes creativos)
Creative Director: Belén Coca (La Despensa Ingredientes creativos)
Copywriter: Jorge Mares (La Despensa Ingredientes creativos)
Art Director: Willy Roda (La Despensa Ingredientes creativos)
Account Manager: Sergio Sancho (La Despensa Ingredientes creativos)
Executive Account: Esther Vázquez (La Despensa Ingredientes creativos)
Technical Director: Javier Jiménez (La Despensa Ingredientes creativos)
Interactive Art Director: Patricia Campuzano (La Despensa Ingredientes creativos)
Media placement: IN-STORE - C/FUENCARRAL, MADRID - 15/11/2009

Describe the objective of the promotion.
For its 60th anniversary, Adidas Originals asked us to do a major participatory action that would encourage young Spaniards to interact with the brand through the Internet and increase its online awareness.

Describe how the promotion developed from concept to implementation
Following its "Celebrate Originality" concept, we decided to create a very original project with original people: We searched for the most original young people in Spain to make a short film that was filmed at a party held at a Madrid shop.To find the stars, we conducted a casting at the shops. People had to show what makes them original. The chosen ones were assigned a role and had the opportunity to be actors for a day.We used a shop as the scene of castings, a party and filming. One week after, we premiered The Party Movie on the Internet.

Describe the success of the promotion with both client and consumer including some quantifiable results
In just two weeks, 1500 people signed up for the casting. More than 1200 blogs and websites echoed the campaign before and after the party. 165.000 people saw The Party Movie.

Explain why the method of promotion was most relevant to the product or service
Adidas offered the young people all the mediums to show the world their talent. A great connection was established between the brand and the consumer through the castings, the party and the short film, providing a product experience out of the ordinary. The three-phase strategy (casting, party/short film and premiere) made it so that the campaign was talked about for two months, obtaining a spectacular impact on the Internet and on the street. For the first time a shop was used to conduct castings, a party and as a film set.