NMD Live Friends Moscow para Adidas

NMD Live

Añadir a la colección
Añadir una nota
Sector Ropa de deporte
Media Publicidad en TV y cine, Digital
Mercado Rusia
Agencia Friends Moscow
Creative Director Alexander Zavatskiy
Art Director Nikita Shipov, Michael Grigorovich
Agencia de production Bakehouse
Publicado agosto 2016


ADCR Awards 2017
Promotions & New Media Live Stunts Gold
Promotions & New Media Promotions Gold
Promotions & New Media Ambient Media Silver
Integration & Innovation Best Use Of Technology Silver
Integration & Innovation Content Ideas Bronze
Interactive & Mobile Online Advertising Bronze

Creditos y descripciones

Original Title: Nmd_live
Category: Fashion
Media: Experiential
Brand: Adidas
Agency: Friends
Advertising Agency: Friends Moscow, Moscow, Russia
Creative Director: Alexander Zavatskiy
Senior Art Director: Michael Grigorovich
Art Director: Nikita Shipov
Digital Producer: Petr Fomichev
Producer: Katya Kovaleva
Account Director: Julia Pushina
Production: Bakehouse
Director of Photography: Konstantin Korobkin
Producer: Alya Lugovaya
Producers: Alya Lugovaya, Konstantin Korobkin
Associate Producer: Larisa Molokanova
Location Scout: Konstantin Muximov
Chief Executive Officer: Anton Zhdanov
Head of Live Broadcasts and Video Production Department: Anton Oleynik
Live Broadcasts and Video Production Department Producer: Sergey Mamichev
Broadcast Directors: Evgeny Terentiev, Anton Kochelaev
Engineer: Alexander Avdeev
Cameraman: Alexander Talyzin
Cameraman: Alexey Ilyin
Cameraman: Sergey Andreev
PR: Ketchum Maslov
Account Director: Natalia Belyaeva
Account Manager: Alexandra Baranova
Senior Account Executive: Alina Tsivileva
Account Executive: Maria Klochihina
Geo: Russia
Published: August 2016
Imagine you're binge-watching a product shot that is going for 10 days in a row 24/7. Instead of working, going out, or anything else. Sounds crazy, but that is what people in Moscow were doing in August 2016. For 10 days they watched a livestream of nothing but a pair of adidas Originals NMD sneakers and the only thing they wanted was to get these sneakers.
The brief was to create a hype around new collection of NMD sneakers and popularise its unique silhouette among target audience before the release of the collection.The idea was to hide a pair of new adidas Originals NMD somewhere in Moscow city and stream it live on one condition: these sneakers are yours if you can find them. So, if you were lucky enough to recognise the place where the sneakers were standing and you was the first to come there – you got the sneakers for free even before its release.The strategy was to make people look at new collection of adidas Originals NMD sneakers via engaging them into simple promo mechanic. Actually we didn’t make them look at the product, we made them watch the product.Execution:To create a hype around new collection of NMD sneakers and popularize its unique silhouette among target audience We hid a pair of adidas Originals NMD sneakers somewhere in Moscow and streamed it live on adidas Originals pages in social networks. In shot there were: a pair of sneakers, the place where they were standing and the following text "these NMD are yours if you can find them". As soon as one pair was found the next pair in the next spot appeared in a livestream. There were 82 pairs in 82 places and 82 winners who got free sneakers. Pair after pair. Place after place. The livestream was going non-stop for 10 days and ended at 00:00 on August, 17 – the date of the release of the new collection of adidas Originals NMD sneakers.