Adidas launches new sports lifestyle sub-brand ‘Originals’ campaign exclusively on Channel [V]
Adidas has partnered with MCN to launch an integrated campaign – ‘adidas represents, all in, with your crew’ exclusively on Channel [V], to promote its sports lifestyle sub-brand, Originals.
The campaign has seen Channel [V] and adidas work with various Australian “crews” in Sydney and Melbourne to create cinematic interstitials which feature each crew’s uniquely individual style – influenced by adidas – and the city in which they live. These two pieces of content will air on Channel [V] as well as run on the channel’s website.
Targeting Australian music lovers 18 – 25 years old, the wider campaign invites the youth audience to represent their “crew” and sign up to music community website 8tracks.com, where they can create a mixtape which reflects their unique music style. Participants have the chance to win a customised adidas Originals Volkswagen Kombi.
The bespoke campaign, which was a first for [V] is the largest to-date on the channel for the iconic sports brand and includes content creation with on-air and online amplification, a clothing partnership with Channel [V]’s flagship shows WTF! and The Riff, as well as social media activity via [V]’s Facebook and Twitter.
Says Emily Copeland, group ad sales and strategic integration manager, Foxtel Music Channels: “Adidas and Channel [V] share a great partnership history, and this latest campaign has allowed us to create fantastic examples of both integrated interstitials and talent led content, produced by the very innovative team at [V].”
Says Aaron Pearce, MCN strategic integration manager – music: “Originals is a brand which is all about having fun with friends and this unique campaign taps into the heart of Australia’s music-loving youth. Through this partnership with Channel [V], adidas deeply engage with this elusive youth market in a fun way across multiple platforms; with domestically produced content that the [V] audience craves.”
Says Andrew McDade, adidas marketing manager – sports style said: “adidas Originals value themselves on originality, individuality and creativity. We constantly search for and engage with consumers who share these same values, no matter where they come from. Through this global campaign we can enable these consumers to share their creativity with us, and Channel [V] provides us with the perfect platform to bring this to life on a local level.”
Director/Writer: Ken Karpel
Producer: Nikita Agzarian
Head of Commercial Integration: Emily Copeland
Production Company: Channel [V]
Cinematographer: Giovanni C. Lorusso
Camera Assistants: Elvis Pramod Vittal , Josh Mitchell Frey Editor: Mark Blondel
Colour Grader: Matt Fezz Sound Mix: Matt Brown
16 Comments
That VO sucks.
Happens when you copy Go Forth
Why Make something so boring ?
Horrible VO. The spot is blatantly copied from After hours Athelete, Go Forth and Adidas all in, When i say copied i mean that very loosely, as for every borrowed reference, non of the standard of that great work has even been closely reproduced. For fucks sake please try harder when you have a client such as Adidas that is clearly wanting to do something interesting.
and copy something with a terrible VO
Awesome work!!!
Nicely done. Very cool ad.
Love it!
Haven’t lived in Melbourne for years. This made me home sick.
painfully try hard it made me cringe, and the VO finished it off
Dreadful. Fire the writer and VO artist. Adidas not so original….
Ignore the the notoriously bitter CB commentators.
Great work
Would be great if it didn’t have that VO which plays as if it’s your dad telling you to ‘go out there, you wacky kids, and have fun’.
You’re all nuts!
This makes me nostalgic for about 10 years ago when I could go out all night. Vo helps me get there.
Beautiful!
Same shit different shovel. The VO is crap, sounds like an amateur.
Such a rip off too.
Terrible, terrible writing
Wonderful! Great tone. Good feeling. Makes you smile.
Has heart and warmth which you don’t see much of these days.