2020

art DIRECTION, CONCEPT DEVELOPMENT

campaign RolLOUT: paid social (meta/snapchat/youtube), onsite (zalando), influencer activation, tiktok challenge, multi-city event layer (berlin & paris), advertorial (vogue)

The Brief: Position Adidas as a brand making moves to end plastic waste — featuring their new Clean Classics line of iconic styles remade from recycled plastic.

The Idea: This shoe won’t save the planet, but our actions can.

Through activating GenZ leaders to make positive changes on a local level, we join forces with Adidas, taking the first step to end plastic waste together. 

We tasked @oumi_janta and @clara.berry to #TakeTheFirstStep to end plastic waste in their own cities, Paris and Berlin. The hero film serves as a call to action to us all — together we can make a positive change, no matter if local or global.

Our campaign featured city-wide pickup events in Berlin & Paris that had been previously teased by our hero talents on their social media channels.

As part of our rollout, we took to TikTok, implementing a #TakeTheFirstStep Hashtag Challenge led by a group of passionate influencers ready to inspire those around them to live more consciously. Our challenge featured a custom Branded Effect filter that received over 1 billion impressions!