Agencies: Carat Russia, Posterscope Russia
Market(s): Russia (St. Petersburg & Moscow)
Timing: August 15, 2014 – October 22, 2014
For the launch of the adidas Originals AZ Flux, adidas and their team tapped local artistic talent to promote themselves — in an “Ode to the City” — using the adidas brand.
In order to promote the launch of the adidas Originals ZX Flux, famous street artists from Moscow and St. Petersburg were commissioned to paint huge art objects (sneakers) in public areas like parks and main streets. adidas hoped to harness the power of hometown pride through the work of local artists. The campaign ultimately included 45 iconic artists from both cities.
The campaign sought to collect photos, prints, drawings and more from artists working in Moscow and St. Petersburg. In just over one and a half months, the team collected entries from 45 artists. Online voters selected a winner from each city. The prize? The launch of a limited edition of the adidas Originals ZX Flux in the Spring/Summer 2015 collection sporting the artist’s sneaker design.
The focal point on the campaign — the sneaker-come-public art — was quite impressive: it was 3.6 meters long and weighed nearly 300 kilograms.
The campaign oriented its philosophy towards the ideal consumer: trend-setters who are unafraid to flaunt their individuality. To realize this media ambition, the adidas and Carat team first had to collect entries and then execute the public art. Posterscope helped to coordinate the work of street artists, location of the art installation, etc.
Beyond the public art, the online campaign took off thanks to the involvement of popular people and institutions in the media. Social networks published over 1,500 photos of the work — over 200 of which were taken by the artists themselves. The competitors also actively encouraged their followers to vote for their sneaker design.
During the voting period, the official website received over 1,150,000 visits. 73,166 people participated in the vote. During the campaign, social networks across St. Petersburg and Moscow were full of photos of the ZX Flux sneakers along with hashtags like #zxflux #odagorodu and #adidasOriginals. The ad campaign reached over 143 million contacts.