Peach
dlmdd
Gear Seven/Arc Studios
mo-sys
liahome
I Like Music
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Ogilvy Brazil Shines a Spotlight on 'Female Freedom' in Latest Adidas Campaign

Creative 167 Add to collection

'Veste as Brabas' celebrates the authenticity and essence of strong Latin women

Ogilvy Brazil Shines a Spotlight on 'Female Freedom' in Latest Adidas Campaign

Adidas Brazil, in partnership with Ogilvy Brazil, presents a new campaign for its sportswear line focused on diversity. 'Veste as Brabas' celebrates the authenticity and the essence of strong Latin women.

To build the campaign narrative, Ogilvy was inspired by the song 'Liberty' by rapper, influencer, black and feminist Drik Barbosa. The video clip is a manifesto in which she deals with female freedom: a form of existence without barriers.

"Female freedom for me means that there are no barriers, me being a woman, being black, it means not having barriers. There are no barriers in everyday life, there are no barriers at work, there are no barriers in art, which is what I do, there are no barriers for girls who are understanding who they are, who are understanding their bodies, we own ourselves. Female freedom is being, being a woman, being active, and being part of society,” said Drik.. 


"Latin women are recognised for their determination, and they are constantly looking for free expression. And all the clothes from the Adidas 'Veste as Brabas' line reflect this, the spirit of freedom on the Latin female body. And this clothing line allows greater comfort and flexibility for sports, whatever the modality or daily use,” comments Daniela Valsani, senior commercial director at Adidas Brazil.

'Veste as Brabas' will be launched on the brand's main social platforms and the entire production is mostly female. Among the participants are women such us: Drik Barbosa, rapper and activist; Ester Dias, actress and, sportswoman; Alexandra Gurgel, activist, journalist, influencer and responsible for the 'Free Body Movement', and Eloyza, skater and runner.

In addition, 'Veste as Brabas' was directed by Liv Stacciarini, with the photographer Tauna Sofia, and artist and trans woman Joanna Schmidt, who created the artwork.

"This collection came to make history in the women's sports market. We put a lot of work and passion in this, to make sure that all the people involved will be inspired. All the team needed to be primarily women. Women like us, who were inspired and who can open opportunities to other 'brabas'. Therefore, we can make sure that all girls will be represented and proud of their bodies. We do not need to fit into patterns, everybody is free and deserves love and respect,” highlighted creative duo from Ogilvy Brazil, Nayla Alana, senior art director, and Roberta Magalhães, copywriter

The 'Veste as Brabas' collection can now be found in all Adidas stores in Brazil and brand´s e-commerce and digital platforms. The campaign and the collection will be launched, until the end of the year, in all Latin American countries. 

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Credits

Agency: Ogilvy Brazil

Campaing: Adidas "Veste as Brabas"

Client: Adidas - Daniela Valsani - DTC Sr Director – e-commerce, Franchise Concept Stores & Factory Outlets, Pedro Portescheller - Brand Sr Manager, Bárbara Ikari - Brand & Communications Manager - Running and training

Chief Creative Officer: Sergio Mugnaini

Executive Creative Director’s : Teco Cipriano and Mathias Almeida

Art Director: Nayla Alana and Guilherme Pinho

Copywriter: Roberta Magalhães and Wagner Montanher

Client service : Priscilla Telles and Daiane Gois

PR: Raphaela Brito

Planning: Thiago Krafzik and Isabela Cury

Producer : Juliana Henriques

Head producer RTVC: Dea Garcia

Partner Producer: Image Producer

Producer KEYVISUALS – RETOUCHING AND POSTPRODUCTION Retouching and Image treatment: ODDY

Genres: People

Categories: Clothing and Fashion, Sportswear

Ogilvy Brasil , Thu, 12 May 2022 14:33:27 GMT