'Originals of tomorrow, your time is now': with this declaration of intent, Adidas Club Originals stands not only as a marketing campaign but as a true generational manifesto.
Adidas has chosen to celebrate the next generation of artists and has launched an advertising campaign on an international scale to do so. The protagonist of this European stage is creativity, expressed through music, art and more.
Creativity is also synonymous with style, characterised by timeless design whose flag is held high by great classics, renewed to keep pace with modernity. It is no coincidence, then, that the symbol of the OOH campaign designedtogether with IGPDecaux featured the Gazelle shoe, which was born in the 1960s and immediately became an iconic model.
For the launch of the latest trainer, IGPDecauxcreated a branded canopy in Largo la Foppa, Moscova, during Milan Design Week.
Founding concepts of this campaign were the brand's cultural and musical influence, togetherness, and originality. All these elements found their place in the installation, thanks to an effective sensory mix capable of creating a unique and innovative experience.
The Adidas logo, in its declination for the Originals collection, stood out in a mockup on the roof of the bus shelter, designed to attract the attention of passers-by in a high traffic area.
A total relook of the stop led to the introduction of furniture elements with a strong character, a celebration of design, recreating the look of a recording studio.
A comfortable sofa (chosen in the same shade of blue used in Adidas packaging) offered a creative way of being together while waiting for the tram.
Finally, music: Adidas Originals wanted to send a clear message, standing as a universal and unifying symbol for the generation of artists capable of revolutionising European culture.
The testimonial for the Milan campaign was Tananaï, whose presence was a great success with the public around the installation and on social media, as demonstrated by the interactions of some famous influencers.
Adidas also created posters dedicated to Tananaï himself, which passers-by could take from the shelter itself, demonstrating the brand's support for the artist.
The campaign was realised in cooperation with IGPDecaux's Brand Solutions; the creativity was realised and adapted by Studiò, IGPDecaux's in-house agency.