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B-Reel & Sid Lee on adidas Originals



Collider app brings consumers and artists together

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.


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 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 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


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B-Reel Films (old), Tue, 05 Mar 2013 13:41:49 GMT