adicolor Podcast: a series of seven films created for adidas directed by Roman Coppola & Andy Bruntel, Neill Blomkamp, PSYOP, HAPPY, TRONIC, Saiman Chow and Charlie White activated an original new media entertainment property that was engineered to be specifically enabled by the advent of handheld technology, new media & social media. adicolor Podcast accessed a globally networked, persistent and pervasive audience: being the first campaign to be offered for PSP and iPod downloads. The resulting shorts are a color-coded collection of innovative film aesthetics, style and technique that created a paradigm shift in the way we access new audiences.

adicolor Podcast was the first entertainment property for a brand available for online viewing with features to download to iPod, Playstation Portable (PSP) and other handheld devices. IDEALOGUE engineered/invented a unique 3-tier "Cross New Media“ distribution strategy: 1) Peer-to-Peer: online cryptic RGB color-coded urls; enhanced by ability to download onto personal devices! 2) Content Aggregators: YouTube, iFilm, Yahoo Video, Google Video, REVVER & Apple iTunes Store"free Podcast" subscription option which enabled all 7 films to be streamed to your iPod. 3) Social Media: Social Neworks & Blogs created hype. Specifically created for new media with enhanced quality on handheld devices.

Communicated adicolor concepts of color, customization and personal expression on a level beyond product. Message surpasses simple product placement to tell a larger brand story for adidas. Our goal to increase global demand and awareness of the adicolor product line release surpassed target expectations ten-fold. The adicolor Podcast achieved 25 million views globally becoming a cult classic over a period of seven weeks. Achieved all of this with no media buy or any paid promotion. Culture and media embraced the entertainment property. adicolor Podcast integrated authentically with the adidas global strategy for adicolor and complimented the cross media scalable approach.