In early 2013, adidas launched the new Boost technology, a revolutionary system that gives a real energy boost to runners, and asked We Are Social a campaign for the italian market.
We created a socially driven experience and extended it to a massive event in Milan; my team designed the visual identity for the Boost Milano project and was responsible for its application in every phase, from web to party staging.
It all started with a Facebook app dedicated to adidas Running community, which allowed people to express their own concept of energy through a social card; the best answers won tickets for a great party at the top floor of Pirelli skyscraper. Social influencers were also invited through exclusive outreach boxes and unique messages by adidas athletes.
The celebration took place on March, 23rd: during the night the Pirellone was enlightened by the widest interactive mapping show ever done in Italy (over 7,000m²) and famous runner Thomas Dold performed a record-breaking vertical run towards the top floor, thus giving a boost to the event and starting the real party.