B-Reel & Sid Lee on adidas Originals
On March 5th, 2013, adidas Originals launched its new 2013 global campaign “Unite 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 prducoers 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.
CREDITS:
Clients adidas Originals:
Global Marketing Director: Alexander Matt
Agency: Sid Lee
ECD: Kris Manchester
CD: Jean Francois Dumais, Ness Higson, Simon Schmitt, Charles Hall
Art Director: Ruben Beddeleem, Lana Shahmoradian, Sofia Gillstrom, Henrik Leichsenring, Daniel Sumarna
Copywriter: Joe Hagel, Bryan Wolff-Shoemaker
Designer: Kevin Yaun
Strategy
Strategy Director: Simon Wassef
Digital Strategy: Andreas Widman
Production (Jimmy Lee)
Head of Production: Claudia Roy
Exec. Producer: Josh Reynolds
Producer: Melanie La Rue
Art-buying director: Vahid Tizhouch
Print Producer: Dana Klyszejko
Business Affairs: Paul Fitz Gerald
Digital Production (SLT Amsterdam)
Director of Digital Production: Darden Longenecker
Tech lead: Kamil Gottwald
Producer: Jean Patrik Bouchet
Senior Front-end developer: Bastian Roden
Account Management
Account Director: Connie Ponari, Markus Gerdemann
Digital Production Partners:
B.reel Stockholm
Production
Production Management: Jimmy Lee
Production House: Iconoclast
Director: So Me
Director of Photography: Arnaud Potier
Post Production: Digital District
Editor: Walter Mauriot
Sound Mix: Velvet Sound, Tranquille Le Chat
Sound Design: A-Trak, Marco Casanova, Laurent D’Herbecourt
