Recreate the streets
adidas Originals saw in this an opportunity to recharge youths curiosity and unleash their creativity. It launched the campaign – “re-create your street”. The campaign called on youths to challenge the status quo and to look at things in a different way, starting with something as simple as the Zebra crossing. (A design that has never change since being created in the UK in 1949.) By asking themselves – “Does the design of a zebra crossing need to stay that way?”
Youths were given tools online to select an existing zebra crossing in Shanghai, China, and then re-create a new design over it. The designs were displayed in a gallery and the best designed zebra crossing was then created onto the real street. A first for China.The resulting action of taking designs from the online submission onto the streets of Shanghai, facilitated the idea that everyone has the ability to make a change. And that change can be both rewarding and inspirational for themselves and others.
