ADIDAS had to celebrate the partnership with BAD BUNNY. For this reason, it was necessary to make a huge expectation about the next release.

In this edition, the brand did not have a budget destined for a video clip or commercial. So, the challenge was gaining more impact with less investment.

We aimed to connect the brand with sneakers lovers around the world, looking for the best way to count on the singer.

Adidas Originals in collaboration with Bad Bunny created the most wanted Egg during Easter. Making sense with the season, the special packaging was designed to become part of the popular culture.

The unboxing from celebrities and reviewers became organic content to share with our audience, without a huge investment.

Thanks to videos from the soccer player Marcelo Vieira dancing, the famous artist Marvin Douglas seeking the egg, and singers globally followed such as Karol G, Residente, Ricky Martin and Tainy; our e-commerce and stores were crowded by the release of the adidas Easter Egg.

ADIDAS was able to attract not only Bad bunny fans, but also followers from other celebrities.

Easter Season is a tradition well known in the entire world, which consists of looking for eggs that have been hidden by a bunny.

That is why, we created an edition called Easter Egg, as makes sense to do it during this time, thanks to the collaboration between BAD BUNNY and ADIDAS.

We created the most wanted EGG during Easter, not only for his fans, but also for other famous followers. Since, Bad Bunny sent it to celebrities like soccer players and musicians among other artists.

This release a week before Easter, became the classic adidas Forum more popular than ever, as we transformed the packaging into a global collection object.

We identified other celebrities related to Bad Bunny and known in the entire world for different fields, the packaging was sent to them as an Easter Season gift from the singer.

This packaging was public a week before the release during Easter, therefore people aspired to buy our sneakers when the e-commerce was opened.

The success of the release was trusted to the organic photos and videos posted by celebrities, as well as the amplification because of it in different media that wanted to talk about the present.

On the release day, people went crazy! From hackers trying to cheat the e-commerce, to customers camping in front of the stores. Turning our egg into a record without the investment of a commercial or even a videoclip, we got it just with our Easter Egg.

We sold a pair of sneakers around the world every 0.16 seconds online and after just 30 seconds, not a single pair of shoes were available. As a result, more than 6.000 units were sold in 20 countries.

276.6M people impacted in the world, saving 12M USD in earned media. With this release, we got to turn the egg packaging into an icon in sneakers culture.