Adidas has unveiled a new global campaign, ‘See My Creativity’, showcasing the brand’s relentless and committed pursuit for and support of creativity in sport around.
The new campaign is the latest chapter of the ongoing adidas’ ‘Here to Create’ big idea, but the latest work is told through the lens of female athletes.
Released on 6 March, the campaign launch was timed to coincide with 8 March International Women’s Day.
‘See Creativity’ is spearheaded by a 60-second hero commercial fronted by an array of sports stars and brand ambassadors from the Adidas endorser stable.
The spot blends a fast-paced soundtrack and quick cuts of aggressive, yet graceful action shots: the approach aims to show athletes who not only work hard physically, but also use their imagination and creativity to get the most out of their various sports.
The creative and the campaign’s creative conversation is amplified across the usual adidas digital and social channels through the #heretocreate hashtag – including Facebook, Twitter,
Recognise athletes for what matters most: Creativity. #HereToCreate pic.twitter.com/HNbg19a99Y
— adidas (@adidas) March 6, 2018
and Instagram.
The central spot is supported by a five-strong suite of city-specific, local language, 15-second cut-down spots, each asking ‘What Do You See’, focusing on London,
Paris,
New York,
Los Angeles,
and Tokyo.
According to the brand and creative agency 72andsunny, the aim is to celebrate creators who are confident and courageous from different disciplines.
“Hard work is a given. We believe that athletes who tap into their creativity have a powerful edge,” said Adidas senior director of global brand communications Lia Stierwalt.
“This new film continues the ‘Here to Create’ conversation from last year reinforcing the brand’s point of view that engaging an athlete’s imagination to unleash their creativity will take them further than their mind or body ever could.”
Comment:
Nike got in there 48 hours earlier at the Oscars with the launch of its own female-focused, Serena Williams led ‘Until We All Win’ campaign leveraging International Women’s Day (see case study).
Furthermore, we can’t help wondering whether the geographical strategy behind this global campaign – with key city cut down spots – is Adidas’ answer to rival Nike’s key global city strategic approach (as illustrated in its recent ‘Nothing Beats A Londoner’ initiative – see case study)?
This latest wave of Adidas work follows on from the brand’s recent football focused ‘Watch Me Create’ series promoting the launch of its Cold Blooded SS18 Pack (see case study) and its blockbuster December dinner table ‘Calling All Creators’ commercial which starred a Who’s Who of Adidas athlete ambassador influencers all debating creativity around a festive table with the aim of inviting and inspiring athletes everywhere to find the creator within (see case study).
Links:
Adidas
https://www.adidas.com/heretocreate
https://www.facebook.com/adidas/
https://www.instagram.com/adidas/
72andSunny
