Client: adidas Project: Sales event campaign
Uniting adidas Originals for the UK and Benelux
Leading international sports brand, adidas Originals, reflects the timeless adidas heritage. Using the famous Trefoil logo, the brand covers sports fashion styles with strong references to decades from the 1940s to 1980s, embodying a distinctively retro ‘old school’ vibe.
The brief
After winning a three-way pitch, Vibe was chosen to launch the adidas ‘Unite All Originals’ campaign along with the 2013 range of products to sales teams operating throughout the UK and Benelux regions. The event had to be different from the usual sit down, PowerPoint lead presentation. It had to excite, inspire and engage the teams that sell to major European retailers.
The situation
Covering four sections; brand, denim, basketball and running, the presentation had to fit within tight timescales. Working to a precise deadline, we were required to create a presentation that could be set up within one hour, presented in precisely 40 minutes and cleared out within 10 minutes. No pressure!
The solution
We devised an interactive event which followed the ‘Unite All Originals’ theme, separated into four zones; each containing themed seating, props and environment along with a specially constructed ‘interactive wall’. Everything from retro television sets and velvet Chesterfield sofas to gym benches and neon wiring came together to create an inspirational setting.
Each wall contained a numbered grid, relating to a specific colour coded A3 invitation which was provided to attendees on arrival. At the beginning of each zone, attendees were asked to affix their invitation to the corresponding section on the wall. The invitations came together to form a larger image, in the style of a mosaic, uniting the original elements. For the finale, the lights in the ‘adidtorium’ were dimmed and UV lights were raised to reveal a hidden message on each of the mosaic boards – Unite All Originals.
Before leaving the event, each sales team member was provided with a customised A4 branded video card which included videos and campaign information aiming to assist them with their personal sales presentations to clients.
Work completed
- Project management
- Event management
- Prop sourcing
- Graphic design
- Print management
- Video editing
