Adidas, Supernova.
The project.
Divided into groups, we were tasked to create and pitch a marketing campaign to adidas – with the objective of increasing the % of Stockholm Marathon runners wearing Adidas’ Supernovas.
We took this challenge and ran with it, knowing what Adidas truly wanted was to increase the product line’s sales. In doing so, our group created (through extensive research and surveys, of course) a compelling marketing campaign which won the pitch.
As the Head Creative, I was responsible for idea generation and advertisement concept realization, which involved a significant amount of visualization and mockups. Photoshop, Leonardo.AI, and Substance 3D tools were used in realizing the key advertising concept – “Confidence that takes you further”.
Below, you’ll see my work for the campaign.
Stickers - simple, yet, effective.
I decided we needed to meet runners on their home turf. Utilizing surveys and Strava data, we figured out the most trafficked running routes – and crafted stickers to grab runners’ attention. Checkpoint stickers both to be placed on the ground and on trees, with a CTA at the final milestone. Runners might miss the first, maybe even the second, but by the third and fourth they’re sure to capture attention and arouse curiosity.
Store exposure - Stadium collab.
Since Adidas already collaborates with Stadium for various parts of their existing Supernova campaign, we decided to follow in that trail (haha) of thought. Using the stickers to lead shoppers’ to the special store exposure, namely, a large adidas shoe box draped in Stockholm Marathon red.
Shoe box installation - Odenplan.
Given the budget’s restricted nature, excessive billboards with boring advertisements was out of the question. Above you can see a visualization of our signature Stockholm Marathon Red shoe box. In order to achieve a realistic output, I modelled, painted, and staged the above 3D model of the shoe box using Adobe’s Substance 3D tools.