2020

ART DIRECTION, CONCEPT DEVELOPMENT

campaign RolLOUT: paid social (meta/snapchat), onsite (zalando, adidas, aboutyou, snipes), influencer activation

The Brief: Develop a campaign featuring 4 Adidas Originals platform silhouettes to be used across multiple retailers. The message should speak to sisterhood & build brand love among a GenZ female audience.

The Idea: #ShareHerPower

Sisterhood is camaraderie over competition. When one of us rises, we all rise. We cast 4 talents, each with a large online following from our key markets, to use their platforms to help us spread the power of sisterhood.

I share her successes
I stand behind her
I champion her voice
I play her music loud
I listen to her story
And I tell her story to others
#ShareHerPower

Not only was #ShareHerPower the start of a movement that’s still going strong, several “competitive” retailers came together to jointly spread our message that supports camaraderie over competition.