Cannes Lions

A3 SHOES

TBWA\PARIS, Boulogne-Billancourt / ADIDAS / 2004

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Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

This campaign revolves around a central element of our daily environment: public litter bins. By raising them a few meters into the air and putting a packshot of the new trainer underneath, these bins are transformed into basketball posts. They become the support used in a guerrilla campaign throughout the city underlining the benefits offered by the product, i.e. more relaxed leisure time. More than just underlining the benefits of the product, this campaign is an invitation to play and to push your limits in true Adidas style

Outcome

Compared to the brand name’s traditional plan for this type of brief, this approach proved to be very economical. Even if the sphere of influence and the power of a guerilla type of approach are relatively limited, the power of the word of mouth generated by the operation in the press was very positive.

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