May saw adidas launch the next wave of work for its ‘Move For The Planet’ sustainability initiative in the form of a digital/social and outdoor global campaign challenging people to go for ‘One More’ for the sake of the planet.
Objective
The campaign seeks to promote the 2024 iteration of ‘Move For The Planet’: an adidas app-based sustainability initiative that rewards users with a €1 donation for every 10 minutes of movement logged on the brand’s running app (between 10-22 May) with all proceeds going towards building sustainable sports infrastructure in areas susceptible to extreme weather conditions.
The 2024 project’s first target is to raise up to €1.5m by encouraging people to download the app and then simply moving.
Activation
Developed in harness with creative agency Augusto NZ, the idea for the 2024 campaign promoting the project lies in the fact that everyone – from elite professionals trying to break world records, to beginner amateurs setting out to be able to run around the block without needing to stop – sets a sporting goal to help them progress.
The multi-platform, international marketing burst launched on 2 May with a hero film featuring people from around the world gamifying how they play through the ‘Move For The Planet’ activation. Each uses the ‘one more’ phrase as motivation to keep going – to keep enjoying how they play while simultaneously working to keep the places they enjoy playing in.
The spot, which was shot by London-based director Samona Olanipekun, also features a team of Adidas athlete ambassadors: including Great Britain’s multiple Olympic medal winning diver Tom Daly, Portuguese and Barcelona/Atlético Madrid footballer Joao Felix, and US skateboarders Jenn Soto and Mariah Duran.
Linked by the #MoveForThePlanet hashtag and steering people to find out more and download the app via https://www.adidas.com/movefortheplanet, the spearhead film is supported with cut-downs featuring people across a range of other sports – including cycling, hiking, running and and yoga – doing one more for the sake of the planet.
The campaign also includes a documentary showing the real-world impact that last year’s activation had. Shot in Mexico City, where a new multisport court has been built with funds from the initiative to give women in the area a safe place to play while also collecting rain water to help irrigate the local drought-stricken football pitch.
Titled ‘How love.fútbol & adidas Are Changing The World Of Football’, the digital documentary dropped across brand platforms from 7 May.
It was also backed by a suite of images taken by Italian photographer Allesandro Simonetti which capture the emotion and movement across each of the sports and which feature globally across multiple platforms from retail and in-city activations, to digital and social assets.
Working alongside Director Samona Olanipekun and Photographer Alessandro Simonetti, the campaign was created for Adidas by a team at agency Augusto NZ which included Executive Creative Director Adam Thompson, Creatives Ben Carroll and Mitchell Crowe, Group Account Director Lauren Smith, Account Director Ivana Mihaljevich, Head of Design James Davison, Senior Designer Nina Vasiljevic, Head of Production Brad Harvey, Producer Nikola Vasakova, Post Manager Zoe Jones, Editors Corbin Dallas and Connor Farrell, Grade Matic Prusnik.
The production company in Spain was Twentyfour Seven with DOP Marc Miro and the production company in Mexico was Lift with DOP Guillermo Vazquez, while audio post was handled by Bespoke Post, the music composition was by Tom Tripp and motion was developed by Mr Mustard’s Rich Parker.
If you want people to download your app and engage with it, there are few better ways to achieve this than by doing something to support the user whilst simultaneously doing something good.
And this is just the combination that this campaign sets out to achieve.
Augusto is also the agency behind another ongoing adidas global ecology participatory initiative developed in tandem with Parley – ‘Run For The Oceans’ – which seeks to end the environmental disaster of plastic waste polluting the sea with work like this 2022 campaign.