adidas makes moves to improve the planet in newly launched global campaign via Augusto
In a newly created initiative called ‘Move For The Planet’, adidas will donate 1 Euro for every 10 minutes of movement between 1 June and 12 June. A global initiative to harness the collective activity of sporting communities across the world and help the planet we play on has been unveiled by adidas’ Global Purpose Marketing and New Zealand agency Augusto.
Adidas’ new initiative ‘Move For The Planet’ will see adidas donate €1 for every 10 minutes of activity logged across 34 different sports using the adidas Running app. The money raised will go to Common Goal, a charitable movement supporting projects around the globe that educate and engage communities on sustainability through sport.
Says Lauren Smith, group account director at Augusto: “It’s our second year working with adidas Sustainability Global to help them launch a simple platform that everyone can get involved with. Making some moves for the planet is a good thing.”
Says Adam Thompson, executive creative director, Augusto: “What more can you ask for? An initiative that helps the planet by simply doing what you do every day.
“The impact of the climate crisis is being felt more severely in some places than others, however, the one thing that unites us all is our love for sport. We want the global sporting community to join the movement and move for the places we play – it doesn’t matter how we move, just that we make a difference.”
The campaign went live with a 60 second hero film that was directed by Lula Cucchiara and is supported across digital, social and retail with a suite of bright and lively stills shot by Los Angeles-based photographer Amber Asaly.
Move For The Planet is part of adidas’ wider sustainability initiatives as the company continues its mission to make what’s best for the athlete better for the planet.
Common Goal will direct contributions raised by Move For The Planet to projects in countries including Colombia, Greece, South Africa and Pakistan. Whether it’s renewing a community’s sports pitch using recycled materials or providing training on how to reduce plastic waster in sports facilities, the varied projects that have been selected focus on some of places most impacted by the effects of climate change.
The eligible sports are: Running, Virtual Running, Plogging, Treadmill, Trail Running, Walking, Nordic Walking, Wheel Chairing, Strolling, Hiking, Elliptical, Tennis, Soccer, Golfing, Stair Climbing, Track & Field, Basketball, Table Tennis, Volleyball, Squash, American Football, Handball, Padel, Baseball, Beach Volleyball, Rugby, Cricket, Frisbee, Field Hockey, Lacrosse, Cycling, Race Cycling, Mountain Biking, and Virtual Cycling.
Anyone looking to join the movement can find out more at adidas.com/movefortheplanet.
Client:
Dylan Gromniak: Global Brand Marketing – Sustainability & Innovation
Taylor Block-Kraemling: Global Brand Communications Sustainability
Ina Stegmann: Global Brand Communications Sustainability
Sandra Hengge: Global Brand Communications Sustainability
Janza Vidoni: Global Brand Communications Sustainability
Anna Smolovyk: adidas Production
Aiste Pupelyte: adidas Production
Augusto:
Exec Creative Director: Adam Thompson
Creative: Mitchell Crowe, Ben Carroll
Group Account Director: Lauren Smith (née Oxnam)
Project Director: Jenny Travers
Account Executive: Nadia Ikinofo
Agency Producer: Brad Harvey
Producer: Nikola Vasakova
Director: Lula Cucchiara
NZ DOP: Maria Ines Manchego
Stills Photographer: Amber Asaly
Production Manager: Isabelle Graham
Production Co-Ordinator: Lucy Caccioppoli, Ruby Harris
Production Assistant: Halina Brooke
Gaffer: Graeme Spence
Grip: Tom Davis
1st AD: Mario de Mendoza
Stylist: Karen Inderbitzen-Waller
Casting: Rec Casting
Post Manager: Zoe Jones
Design: James Davison, Nina Vasiljevic, Katie Curd
Editor: Corbinian Beitelstein
Assist Editor: Connor Farrell
VFX: David Frearson, Shaun Madgewick
Audio mix: Amy Barber
Grade: Matic Prusnik
Music Supervision: Heard + Seen / Record Play
Greece Production Partner: Green Olive Films
Spain Production Partner: 247 Productions
5 Comments
adidas’ campaign work has really dropped these past years. gone are the days when 180 amsterdam did incredibly engaging work. this work is so sub standard for the brand. boring as bat S@#* and unworthy of the brand.
Isn’t this one-upping-each-other film approach straight from Nothing Beats a Londoner?
Looks like a film school effort, C- this brand has become so uncool.
stop remaking old work shot for shot.
Lovely work Lula!