A large scale campaign telling the story of London’s creativity both above and below ground. Converging styles, attitude and history to push city’s culture forward into a new era.




Strategy - Concept - Creative Direction - Film - Stills - Casting




BRIEF

Disrupt the marketplace and bring adidas Originals biggest ever product partnership to life within thee global key city of London, delivering a unique and locally inspired campaign.


Define an overarching story, manifesto, insights and visual direction that connect the TFL partnership, product and adidas Originals, authentically and credibly.

Put simply, make adidas Originals own London once more.

RESPONSE

Bring to the forefront London’s creativity both above and below ground. Converging styles, attitude and history to push the city’s culture forward into a new era.


Capturing the essence of a globally respected institution, whilst combining it with the energy and attitude of adidas Originals to bring two iconic names together that felt true to London and its people.


Executing this multifacted campaign across four individual phases that took the story and narrative in new directions each time.


TEASE PHASE


Re-establishing the familiar in a whole new tone.


Evoking feelings and affinity towards TFL with abstract content that reinvents traditional signifiers in an unexpected attitude driven way.


Giving nothing away, yet capturing the audiences imagination.

PHASE ONE - OYSTER CLUB


Unlock the door into the TFL by humanising this institution - introductions and celebrations of its workers become surfaced in a new way.


Shooting the TFL staff with product on foot and juxtaposing them alongside the adidas Originals creator, pairing both side by side to produce a never seen before culture clash to drive demand through the roof.


100% SELL OUT IN 4 HOURS

And worldwide press coverage.

PHASE TWO - PIONEERS


A new line brings new opportunities, the Elizabeth Line collection celebrates the bold and brave that are creating the cities future.


Looking forward to this historic moment, phase two spotlighted new yet unheralded pioneers within London.

No models, the campaign featured a diverse mix of four females all of which are striving to become pioneers in their fields. Some who are rising fast in their careers and some that are only just beginning.


Bella - Motivational Speaker,

Farah - Maths Student

Jodhi - Aerospace Buyer

Dash - Trainee Doctor

PHASE THREE - LONDON UNDERGROUND

TFL is the facilitator of the moments of magic enriching Londoners’ lives.

Phase three saw real London creators energy brought directly into the London Underground to reveal their personal connections to the iconic institution.

Facilitating the largest release of the collection, a diverse cast from all four corners of the capital were brought together to spark memories within the wider audiences consciousness.

Alongside large scale OOH, custom station takeovers at key London hubs were activated for the month of December

PHASE FOUR - PAST & PRESENT


The collection and campaign drew to a close with a limited release of a product celebrating the old and new of London.


Drawing back the visual tone to land one last hit of London energy and attitude.