Cannes Lions

adidas Ozworld

JAM3, Toronto / ADIDAS / 2022

Awards:

1 Silver Cannes Lions
1 Shortlisted Cannes Lions
Presentation Image
Demo Film
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Overview

Entries

Credits

Overview

Idea

To celebrate the arrival of the latest Ozworld collection, adidas originals asked us to reconnect them with gen-z by positioning them as a digital innovator. We realised that the options to self express in the metaverse leave much to be desired.

You can either use a generic but affordable skin, or a expensive but unique NFT avatar. We decided to break this mold.

We created the world’s first personality based, AI generated avatar creation platform. A unique, free, interoperable avatar you can take across the web.

Based on the five factor model of personality, we built an immersive and intuitive experience to learn about your personality.

And built a bespoke AI to translate this input into a unique avatar, creating 10.000.000+ unique variations.

Execution

adidas originals, decided to create Ozworld, the world’s first personality based, AI generated avatar creation platform. Creating an accessible, interoperable, free yet unique, digital avatar that is based on your personality, inspired by the collection and that can be taken across the web through a bespoke partnership with Ready Player Me.

Using the five factor model of personality we asked users to answer a few intuitive questions so our AI could learn more about their personality and assemble the avatar accordingly.

Resulting in six different geometric avatar bases and with 60 different colours, 24 different materials and 12 different add ins we were able to create over 10.000.000 unique avatar variations. After generating their avatar users could play around with their avatar and take it to 2.000 different metaverse platforms.

Although there wasn’t any real media support we were able to spark a lot of conversation. Through a clever teasing construct using digital seeding, AR filters, influencer distribution and PR we kicked off the conversation. As soon as we teased an image of the avatars the discord channels blew up.

We sent influencers a 3D printed figurine collectible that unlocked an AR filter to get their hands on the collection before it launched.

In store users could build their avatar on the spot and take it home with them on their phone.

As soon as the news of Ozworlds avatars hit, the ITM NFT spiked with 162% because of the heat around the tease image and once live users started sharing their avatars in their whatsapp chats, discord groups, Instagram and twitter feeds and brought it into many different metaverse platforms. Korean HipHop group DPR Crew asked us to use the avatar in a virtual concert in Shanghai.

428 thousand avatars were generated in only ten days!

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