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About

This is my late tribute to a great advertising campaign I had the chance to work on from 2010 to 2012. Before that campaign, adidas was communic… Read More
This is my late tribute to a great advertising campaign I had the chance to work on from 2010 to 2012. Before that campaign, adidas was communicating under different sub-brands: Performance, Originals and Fashion. After 4 years of great work made at Sid Lee Montreal on the Originals brand, adidas finally decided to group their communications efforts in one single global campaign. I started working on the winning pitch against 5 great international advertising agencies and ended being the creative director of the adidas Visual Identity department at Sid Lee. Our team has been responsible of defining the brand positioning, creating the "all in" signature, the art direction of the adidas font, all of the the advertising layouts, the definition of the imagery tone and style as well as the art direction of many photo shoots. Our main interest has been an efficient style guide that have been sent everywhere in the world for markets to adapt the message to their own reality. The creative had to be as simple as possible to assure a great work from people with various graphic skills while keeping a strong and unique tone. The campaign has had an amazing success all around the world except in the US where the internal crew at adidas performance US refused to broadcast the campaign. Their complaints about the lack of "american values" in the communications as well as "being too hipsterish" would finally won the battle two years later. To me this has been one of the few moments where adidas had stop communicating as a follower to Nike and started to speak its own relevant message with its own voice. Thanks to everyone who worked on this internally at Sid Lee and everywhere else in the world. Read Less
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