Cannes Lions

Original is Never Finished 2018

JOHANNES LEONARDO, New York / ADIDAS / 2018

Overview

Entries

Credits

Overview

Description

Dissatisfaction has always fueled creativity. So in the face of the world’s growing complacency, we set out to prove a new creative philosophy:

That iteration is a powerful form of creation.

So we started with the idea of techno’s loops as a whole. Then, we brought a forgotten track full-circle, Inaya Day’s “Keep Pushin’,” by remaking it as a thundering electronic anthem.

This anthem scored a film that itself was built on loops, as we partnered with some of the most relevant names in sport, music, and art, and filmed them repeating the same action endlessly — with multiple outcomes.

As the track built, so did our film: the scenes and creators in them, constantly evolving and iterating upon themselves.

But it didn’t end there. Several remakes of the track flooded the world, creating further new iterations of our film, and spanning across multiple activations worldwide.

Execution

Implementation:

At the heart of the campaign was the track, “Keep Pushin’,”which underscored everything we did. Launching in January, the film was the first proclamation of this iterative creative philosophy… but it wasn’t the last.

Multiple iterations of the same film appeared on social, featuring new iterations of the track, new scenes never before seen.

On YouTube, the film linked out to the full campaign, each scene a representation of one of the new franchise stories, and expanding further on our brand story. On Grammys night, we pushed the idea further, as a new iteration of the film launched with an interpretation of the track by Mura Masa.

Timeline:

Jan 25 - March 17, 2018 (approximate timings, as each market ran the campaign in varying flights)

Placement:

• Digital video

• Social (Facebook,Instagram,YouTube,Twitter)

• Display

• TV

• Cinema

• OOH

• Weibo

Scale:

The campaign has hit 70+ countries