ADIDAS ORIGINALS
D.I.Y. LABS
Tuning into Gen Z
We defy labeling and celebrate the fact that we are all creative
in our very own way.
in our very own way.
The Assignment:
Adidas Originals is a sports brand that likes to set trends rather than follow them. As a brand it naturally appeals to a younger audience, Gen Z. The objective was to create an idea big enough to enable the brand to truly own the streets of London. To connect and inspire everyone from ambitious wannabes to successful maverick entrepreneurs by leveraging Facebook and Instagram.
The TA:
Gen Z is self-aware, self-reliant, innovative and goal-oriented. They are Conscious of what’s happening in the world through social media platforms. They believe that equality is expected and non-negotiable.
Gen Z’s are empowered, connected, empathetic self-starters that want to stand out and make a difference in the world. They have created a new Cultural Currency that values uniqueness, authenticity, creativity, share-ability and recognition.
Gen Z’s are empowered, connected, empathetic self-starters that want to stand out and make a difference in the world. They have created a new Cultural Currency that values uniqueness, authenticity, creativity, share-ability and recognition.
The Insight
Our audience doesn’t just define themselves through one persona. With the slash culture they are able to take on multiple roles and are able to discover their own identities. With the use of digital they navigate through their curated sides with ease and let the world know who the are today. Instead of settling in for one genre they fluidly explore many at the same time, defying conventions and re-inventing their story over and over.
The Idea:
D.I.Y. LABS
We celebrate the idea that we are all creative in our very own way. We defy the labelling by moving anamorphic from one role into the next, sometimes even at the same time. Here is to discovering a new you and then a newer you.
