Cannes Lions

ADIDAS ORIGINALS, SPORTING AND LIFESTYLE APPAREL

SID LEE, Montreal / ADIDAS / 2014

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Adidas Originals is synonymous with expression, through art, technology and, of course fashion. This project was all about creating symbiotic visual representation of a collaboration between various artistic styles, while keeping the overall output coherent.

We produced the world’s first voice-activated interactive music video featuring kings of hip-hop. The end result provided hundreds of animations, triggered through more than 15,000 keywords. The video marked a step forward in understanding how a collision between music, animation, and voice command technology can define new forms of originality.

Execution

Collaborating with Google, we created the world’s first voice -activated interactive film. As users spoke to the video, each word unlocked more content or visual effects. They could dive deeper into products or curated looks and even go behind the scenes. The more they participated, the better the film became.

The end result provided a visual representation of the collaborations between various artists and art forms with hundreds of animations, triggered through keywords in more than 50 languages. The video marks a step forward in understanding how a collision between music, animation, and speech can define new forms of originality.

Outcome

The Collider generated a million unique visitors, translating to a 30% sales increase in the first month alone, while the A-Trak/Run-D.M.C. microsite was loaded 1,003,748 times. The accompanying YouTube video accumulated nearly 7 million views while the experience redirected 18,153 visits to the adidas e-commerce website. People worldwide were talking, sharing, and engaging with the brand, pushing the campaign even further by creating their own original content. adidas had officially united all originals.

Traffic to POS increased by 17.4% over PY, exceeding our goal by 7.4%.

Social Conversations increased 39% over PY, 29% over outlined KPI.

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