adidas neo, the fast-fashion range aimed at young teens, wanted to dramatically grow their Snapchat following, give their audience a new opportunity to be a part of the brand and deliver a true ‘social first’ to maintain their progressive image. adidas has a strong history of championing individuality and allowing people to personalise their clothes and trainers, but the neo social community is unique at adidas; through various innovative social activations, the brand has been created and moulded in conjunction with consumers from its inception – it’s also only 4 years old; the audience are therefore mobile & social natives, super engaged with the brand, and keen to play an active part in creating their style, including what they wear.

The campaign kicked off with a look-book film featuring four ‘white looks’. Using Snapchat’s native doodle tool, budding designers were invited to SNAP the specific frame they wanted to doodle on, DESIGN their look, and message it back to the brand for the chance to WEAR their design for real. Social influencer, Peyton List, amplified our launch message to her millions of fans, and over the 4-week entry period, we periodically laid the best designs back into the look-book film, frame by frame… creating a beautiful stop motion aesthetic. Ultimately, the creators of the 4 best designs were flown to adidas HQ in Germany for a bootcamp with the neo design team; here, they saw their designs turned into the final collection – which was presented back to the community in the completed look-book film ending on the same 4 models wearing the finished apparel and footwear.