Cannes Lions

Your Future Is Not My Future

JOHANNES LEONARDO, New York / ADIDAS / 2016

Case Film
Supporting Images
Case Film

Overview

Entries

Credits

Overview

Description

First we created a defiant anthem that would herald a new direction for the brand. In the short film, we captured people confidently marching together toward an optimistic tomorrow, dismissing hurdles of the negative future they nearly inherited. The movement, and the chant that represented it, began to resonate with viewers, meme makers, and more importantly sneaker heads.

Execution

First we created a defiant anthem that would herald a new direction for the brand. In the short film, we captured people confidently marching together toward an optimistic tomorrow, dismissing hurdles of the negative future they nearly inherited. The movement, and the chant that represented it, began to resonate with viewers, meme makers, and more importantly sneaker heads.

Outcome

The most liked sneaker brand on social media.

400K Pairs of NMD_ sold in one day.

Adidas's biggest launch ever.

Similar Campaigns

12 items

6 Cannes Lions Awards
Runner 321

FCB TORONTO, Toronto

Runner 321

2023, ADIDAS

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