On March 5th, 2013, Adidas Originals launched its new 2013 global campaign â€œUnite All Originals. At the centre of the launch is the adidas ‘collider’, an online application that lets people dive into a world of original content. International artists from various disciplines smash together to create something truly unexpected and unique. In addition to that Unite All Originals debuts with a 90-second hero film, created in collaboration with DJ/producer A-Trak and director & visual artist SoMe.
The adidas collider is the perfect execution to bring “Unite All Originals” to life,” comments Hermann Deininger, CMO of the adidas brand. It is an innovative way of navigating content across the web, showcasing many different types of originality; from music produvers to designers and digital artists to sculptors. The adidas collider is the next step in how we will approach our consumer digitally bringing him or her to the forefront of culture and showcasing how adidas Originals brings people together to create new forms of originality.
“Unite All Originals” is a digitally-led, global initiative that will be active across advertising, PR, retail and online channels. March 5th marked the worldwide launch of the immersive digital experience, with unique content pieces showcasing creative collisions of select artists from different disciplines rolling out regularly. Select markets will also run TV advertising. The hero film, directed and visually treated by French director SoMe, shows taste-making DJ/producer A-Trak reworking his single “Landline” with ambient sounds from the footage to create an exclusive, unique new song.
This world-wide campaign was created by Sid Lee and B-Reel and Rackfish provides managed services for load balanced servers that deliver the campaign world-wide, offloaded by CDN services (with edge servers in Australia, Asia, Latin America, Europe, US) handling static content.
Agency: B-Reel|Sid Lee
Campaign Hosting: Hosted Campaign
Project URL: http://unite.adidas.com
Services provided: CDN, Managed servers