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Creative

adidas' New Shoe Harnesses Running Power to Fight Marine Pollution

To help support the launch of the eco-savvy UltraBOOST Parley TBWA\NEBOKO partnered with Psyop and Golden Wolf to create an eye-catching animation

adidas' New Shoe Harnesses Running Power to Fight Marine Pollution

TBWA\NEBOKO, creative partner of Global adidas Running, helped create a global campaign for the latest UltraBOOST running shoe and an activation that raises awareness for the threat of marine plastic pollution.

8 million tons of plastic ends up in the ocean every year. adidas believes that, through sports, we have the power to change lives and also the world. The sports brand puts those words into action again this year with the FW18 UltraBOOST Parley. The shoe’s upper knit is made of Parley Ocean Plastic, a proprietary textile made from recycled plastic retrieved from our coastal communities and beaches. Each pair prevents approximately 11 plastic bottles from entering the oceans. adidas has been working with Parley for the Oceans, an organisation that raises awareness about the beauty and fragility of the oceans, since 2015.


To help support the launch of the UltraBOOST Parley TBWA\NEBOKO partnered with Psyop and Golden Wolf to create an eye-catching animation. In the stop-motion video the upper knit is used as a canvas. On it the creation story of the UltraBOOST Parley is told through beautiful embroidery. The content is being rolled out through adidas channels in cinema’s, online video, social, in-store and print.


In addition, TBWA\NEBOKO created a global toolkit for Run for the Oceans. In the activation communities are called upon to unite in one movement to raise awareness for the threat of marine plastic. Growing their commitment beyond a local activation to a global initiative, TBWA\NEBOKO developed creative assets to compliment the roll out to six key cities. To participate runners join on the GPS running app Runtastic. In China runners contribute their kilometers on the Joyrun app.

TBWA\NEBOKO produced a suite of video content and an extensive toolkit together with director R.J. Sanchez of SNOW BEACH and photographer Sophie Hemels of Cake Photography. The content features local adidas running communities and influencers taking the first step and setting the right example.

The progress can be followed live here.


Credits
Client: adidas
Global General Manager: Andre Maestrini
Comms Director: Philipp Schapitz
Senior Director Brand Communication: Caio Amato
Senior Brand Manager: Johanna Vargas Piper
Director Strategy: Nikolaus Maas
Brand Manager: Melissa Schmidt
Senior Production Manager: Caroline Amels
Global Music Manager: Daniel Cross

Agency: TBWA\NEBOKO
Music Company: Format Entertainment
Composer: The Math Club
Vocalist: Tia P.
Sound: The Ambassadors
Sound Designer: Rens Pluijm
Producer Sound Design & Music: Zoe de Regt
Retouching: Loupe Amsterdam
Prop & Retouch Producer: Marlon Lee
Senior Retoucher: Gareth Jones
Senior Retoucher: Guillaume Koenig

ULTRABOOST PARLEY (Animation)
Production Company: PSYOP
Director: Marco Spier
Managing Director: Neysa Horsburgh
Executive Producer: Shannon Alexander
Head of Production: Amy Fahl
Head of VFX: Christian Bach
R&D: Jonah Friedman
Producers: Dorian Douglass & Paul “Pizza” Pianezza
Technical Director: Pakorn Bupphavesa
2D Lead: Thomas Panayiotou
Designers: Donna Denison, Eric Schmidt, Pedro Lavin, Kyle Fewell, Samrath Kaur
Nuke Compositors: Carl Mok, Thao Dan Nguyen Pan, Thomas Panayiotou
Editors: Brett Nicoletti, Mike Hackett
Lighters: Oliver Castle, Alvin Bae, Chris Santoianni, Carl Mok, Thao Dan Nguyen Pan
Animation Company: GOLDEN WOLF
Creative Director: Ingi Erlingsson
Executive Producer: Dotti Sinnott
Head of Production: Tania Baptista
Art Director: Stefan Falconer
Designers: Charles Bigeast, Nick Stoney
Lead Animator: Thom Eide
Animators: Tim Whiting, Eliot Ruocco-Trenouth
Production Assistant: Ana Hoxha

RUN FOR THE OCEANS (Live Action)
Production Company: SNOW BEACH
Executive Producer: Matt Zolly
Line Producer: Ryan Huffman
Director: R.J. Sanchez
Director of Photography: Nick Bupp
Editor: Niles Howard
Editor: Kevin Whelan
Post Production: Captcha
Creative Post Production Producer: Marcel Oudendijk
Colorist: Barry Clarke
Compositor: Daniël Van Der Kaaden
Photography Production: Cake Film & Photography
Photographer: Sophie Hemels
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Category: Corporate and social , Environmental