Mid October sees the annual Winter marketing battle between the biggest sportwear behemoths kick-off as adidas launches its Climaheat cold conditions range campaign ‘Not Made For Normal’.
Led by a new spot, developed in harness with adidas Brand Design and Miniac Films, the creative is fronted by a set of athlete ambassadors from the brand’s extensive sports star stable including Brianna Felnagel, Sharika Nelvis, and Jason Richardson performing at their highest level in brutally cold conditions with the help of adidas Climaheat.
Intense, quickly-sequenced and variedly paced black and white footage of the athlete performances in freezing wintery settings and product shots combine with the aim of ‘striking at the heart of the conditions dedicated athletes endure’
The TV commercial, which debuted on YouTube on 7 October, features the freezing condition combative copy line: ‘I turn up the heat and crush the cold. I am built to withstand the worst of winter. When temperatures fall, I rise. When the frost bites, I bite back. I will burn through the blizzard. I will break winter. I will power, and I won’t stop. I am Not Made for Normal.’
All the campaign executions, from the spearhead spot to the supporting social pieces
When the frost bites, bite back. You are Not Made for Normal. #Climaheat pic.twitter.com/8Wx1mKcJ68
— adidas (@adidas) October 7, 2016
Cross the line. You are Not Made for Normal. #Climaheat pic.twitter.com/fCrSYJpfZT
— adidas (@adidas) October 10, 2016
and in-store retail assets drive viewers to the range’s digital hub at http://www.adidas.com/climazone.
This new spot, directed by John Christopher Pina and shot in Santiago and in the Andes in Chile, is the latest film in the ongoing campaign which debuted earlier this year with an ad promoting adidas Climachill’s cooling technology.
The project, for client Stephane Viarnaud (Adidas brand marketing boss) sees Adidas Brand Design’s Nick Cline, producer Nelleke Rekers and Miniac Director Pina work as ‘an interconnected team, purposefully breaking down barriers between creative concept and execution for a more seamless and cohesive result’.
‘The Clima family of products are built for extreme weather and a certain kind of athlete; the kind of athlete that doesn’t want weather to get in the way of their training or sport,’ says Adidas Brand Design Creative Director Nick Cline.
‘That is how we came to the idea of ‘Not Made For Normal.” That’s also why we chose to use Miniac Films to help bring this idea to life in both our films. They aren’t your normal filmmakers.’
Sound design on the campaign as run by Vaudeville and the sound designer was Zach Goheen.
Comment
The quietly beautiful creative explores how the combination of technology and determination keeps people moving in extreme temperatures.
For further details, insights and analysis of Winter sports brand activation see our ‘2015 Briefing Report’.
Links
Adidas Climazone Web:
http://www.adidas.com/climazone
Adidas Web:
Adidas Facebook:
Adidas Google+:
http://plus.google.com/+adidas/
Adidas Twitter:
Adidas Instagram:
Adidas YouTube:
Miniac:
