The challenge facing adidas originals Spring Summer 2010 campaign was to launch six collections in six months – beginning with the Star Wars collection and ending with the World Cup collection – while maintaining one cohesive story. In parallel, the brand wanted to transition from a retro sport heritage brand to a contemporary sport lifestyle brand. The objectives for this campaign were:- Shift the perception of the Originals brand from a heritage sport to a street lifestyle brand.- Push different collections on a monthly basis while maintaining an overarching, coherent brand storyEngage consumers worldwide in more ways.Our teams worked on a large brand building effort to drive the brand back to where consumers could connect with it: the street, a space where individuals showcase self-expression and originality, whether through sports, fashion, music or dance. To this end, the street became the backdrop to all of Originals’ SS10 campaign.

Our campaign began with the Star Wars teaser, which officially launched the much-hyped collaboration. It was accompanied by the “Death Star Application,” a Facebook and Google Earth app that shows clips of the Dark Side obliterating your neighbourhood. It then expanded with AR codes embedded in the five-shoe collection allowing consumers to open up a virtual area with interactive games. We also launched adidas women’s look book – an inspired take on the catwalk.

Cranking up the volume, we took the party to the streets of London in the video “The Street Where Originality Lives,” starring celebrities like David Beckham, Snoop Dogg and Ciara. Lastly, to celebrate World Cup fever, Originals released the Cantina video, which brought Star Wars together with other adidas ambassadors. Recycling original footage from George Lucas’ masterpiece, Sid Lee spliced celebs from the Street video into the intergalactic speakeasy.

The SS10 campaign proved to be an impressive success. First, third party research confirmed the shift in perception of Originals, with consumers seeing it as a more modern, lifestyle-oriented brand. Second, “The Street Where Originality Lives” video gained nearly 2 million YouTube views. Third, Originals became the most followed fashion brand on Facebook (3 million fans). Finally, with more than 4 million views, the Cantina video rivals Nike’s “Write the Future.”