Ads Hunters – Daily Creative Advertising Ideas

2009 marks the 60th anniversary of the iconic 3-Stripes mark introduced by company founder Adi Dassler. In keeping with this important milestone, adidas will unveil its largest global brand campaign ever for adidas Originals under the banner of Celebrate Originality. The campaign is set against the backdrop of a house party hosting an electric mix of people from the worlds of music, fashion and sport.

When they sit down to a “Poker Game”, Kevin Garnett and Young Jeezy have already enjoyed a level of success that allows them to bet big. So, in this viral – one of 6 in a star-studded campaign directed by Wayne Holloway of RESTLESS via agency Sid Lee – Garnett goes all in, even putting his adidas originals in the pot. Jeezy follows suit – literally – hoping he can take the pot with 4 of a kind.

The internet campaign, a companion effort to a music video style piece helmed by Nima Nourizadeh of Partizan, was recently introduced with a piece that shows Russell Simmons on the phone inviting some of his A-List celebrity friends (Garnett, David Beckham, Missy Elliott, Run DMC, and others) to a “House Party” to celebrate the 60th year anniversary of adidas.

The party in question is the coming-together of stars, past and present, who’ve helped imprint the adidas brand over the years. The house itself was in Beverly Hills and with all this talent converging over a week’s time to participate in the “party,” Sid Lee saw a wonderful opportunity to capture the celebs interacting with each other and to craft some dialogue-driven viral films.

“This type of collaborative, craft-as-you-go project fits Wayne’s talents perfectly. It was exciting and felt very modern”

said RESTLESS Co-Founder and Executive Producer Bryan Farhy.

adidas Originals House Party

Holloway and Kristian Manchester (Co-founder and CD at Sid Lee) developed 6 viral concepts for the shoot, to be rolled out in coming weeks. The internet films will also begin playing in adidas stores worldwide. Holloway not only got the stars to have fun, he elicited some extremely rare performances, including Simmons rapping “My Adidas“. Simmons and Rick Rubin produced the song for Run DMC in 1986, contributing to an adidas craze that swept the nation; this marks the first time in, perhaps, 20 years, that Simmons has performed it.

More viral videos at adidasOriginals2009 Youtube channel and Facebook (1,422,566 fans so far)(March)

The “house party” was directed by Nima Nourizadeh and features the track Beggin’ by Frankie Vallie remixed by pilooski The creative will come to life in a complete through-the-line offering including two television spots, cinema, digital, retail, activation events and a print campaign shot by RJ Shaughnessy.

Montreal-based agency Sid Lee created and produced the global campaign. Sid Lee was hired as the global advertising agency for adidas Originals at the start of 2008 after working on various communication and retail projects for the brand over the last few years.

The campaign launched in the US on November 25th 2008 and will roll-out globally from January 2009. It is a full year campaign with elements rolling out throughout the year. Every element will have a unique presentation in the web site. For example choose your room in the house party here.

Credits

Client: adidas Originals

Spots Title(s): “House Party,” “Poker Game”

First Air Date: 12/25/08 (USA); 01/01/09 (Worldwide)

Agency: Sid Lee Montreal

Creative Director: Kristian Manchester (co-founder of Sid Lee)

Agency Producer: Claudia Roy

Production Company: RESTLESS

Director: Wayne Holloway

DP: Kyle Brown/Chris Probst

EP: Bryan Farhy

Producer: Claudia Roy

Editorial: Sid Lee

Telecine: Riot

Colorist: Stephan Sonnenfeld

Post/Effects: Method

Music: Massive Music

Composer: Pilooski @ Boogie Studio

Shoot Location: Beverly Hills, CA

Talent: Kevin Garnett, David Beckham, Russell Simmons, Missy Elliott, Young Jeezy, Katie Perry.

The Song

Frankie Vallie – Beggin (pilooski re-edit) watch at youtube

Original by Frankie Valli & The Four Seasons – Beggin’

Referals

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