Adidas Publicidad en TV y cine, Digital NMD Dealer Friends Moscow

NMD Dealer

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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 septiembre 2016


ADCR Awards 2017
Print & Outdoor Poster Advertising Gold
Design & Craft Graphic Design Bronze

Creditos y descripciones

Original Title: Nmd_dealer
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
Video production: Bakehouse
Producer: Alya Lugovaya
Producer: Konstantin Korobkin
Director: Murad Nogmov
Director of Photography: Kirill Groshev
Line Producer: Maxim Malakhov
Installation: Kirill Handurin
Color Correction: Artem Leonov
Sound: Yuri Nazarov
Speaker: Eugene Vakunov
Producers: Alya Lugovaya, Konstantin Korobkin
Line producer / Dealer: Dmitry Kozhevnikov
Account Director: Anna Glukhoded
Senior Account Manager: Yulia Kosmynina
Producer: Ksenia Poletika
Coordinator: Anna Osokina
Community manager: Maria Egorova
PR agency: Ketchum Maslov
Account Director: Natalia Belyaeva
Account Manager: Alexandra Baranova
Senior Account Executive: Alina Tsivileva
Account Executive: Maria Klochihina
Geo: Russia
Published: September 2016
Description: Situation: Black sneakers market is not a news — shady dealers always follow the most precious and important releases.
Creative Idea: To make the new release of NMD_R1 sneakers even more hyped and desired — we presented them as almost illegal. Ten days before the release city was covered with strange, underground posters with only sneakers and phone number on them. 2400 posters. 200 numbers. And only 20 right ones. If you were lucky enough to find proper poster and make a call, you get a chance to visit secret shop and buy desired NMD.
To raise hype around the new NMD model, we decided to use a hot sneaker trend — shady resellers who always accompany every limited sneaker release. So to make NMD sneakers even more hyped and desired, we created our own shady dealer whose number citizens could find on the illegal stylized posters placed all over the city. Only 1 out of 10 numbers was right, so if people were lucky enough to make a call, they were given a chance to get coordinates of our dealer-styled closed event in the middle of abandoned factory, where visitors could buy ordered sneakers from our dealer — famous Russian rapper ST and participate in his closed concert.