'"all originals represent" worldwide
The 360° campaign will come to life through various channels, including television, cinema, digital, retail and print. In addition, the campaign will be activated worldwide through local events challenging consumers to go all in and represent their crews and passions. All consumer content created in the challenge will be presented at http://www.adidas.com/represent. This platfrom will launch later in August, and everyone will have the opportunity to vote for their favourite crew or talent in their country.
"This generation is always looking for a chance to go all in to their own beat; an opportunity to show the world their passions and their talents. This campaign builds on the desire for self-expression, and we are enabling our consumers to share with us and the world their creativity, and what originality means to them," comments Hermann Deininger, CMO of the adidas brand.
The advert film features Nicki Minaj's song "Masquerade" that she wrote particularly for the hero brand film "all originals represent". The director of the advert film is the highly acclaimed filmmaker Melina Matsoukas, who has worked with some of the biggest names in the music and lifestyle industry in the recent past.
Montreal-based agency Sid Lee created and produced the brand campaign that will run in key markets across the globe in the course of the third quarter. Sid Lee was also in charge of last year's debut of the "adidas is all in" campaign as well as this year's continuation in March 2012 with CLIMACOOL® and adidas Running.
"all Originals represent" launches in the US on August 1st, and will continue to roll out globally throughout August and September 2012. Consumers can submit content at http://www.adidas.com/represent and take part in continuous challenges throughout 2012 to become the most original crew worldwide.
Moritz ScherrPR Manager OriginalsGermanyMoritz.Scherr@adidas.com+49 9132 84 5997