Inspired by the spirit of Holi Festival - India's festival of colours, Pharrell Williams was about to launch the adidas Originals Hu Holi collection. We needed a campaign that celebrated his Hu platform’s philosophy of equality and unity to introduce the collection. The campaign was meant to engage with Pharrell fans and Sneakerheads alike to drum up chatter around Pharrell's visit to India for the launch of this new collection.

The budget of this was around 15000 USD and the project was spread across Digital, Social Media and On-ground (in Adidas retail stores).

Our campaign had to be a visual treat just like Holi, while being inclusive, like the spirit of India. So we asked fans to welcome Pharrell to India with a Holi festival tradition to show inclusivity - by smearing him with colors, albeit digitally. We created a microsite titled 'Connected by Colors' - a virtual altar for fans - where they could colour-in Pharell to create virtually infinite colourful tributes to the superstar.

Keeping in mind our Indian internet audience, the microsite's main canvas used a User interface inspired by the trending hobby of adult coloring books.

Users could choose a canvas and fill it with colors to make their own unique art as a tribute to Pharrell.

The website featured canvases with line art, inspired by the trend of adult coloring books, of Pharrell Williams. Alongside there was a palette of colours for the users to choose from and fill in.

There was no color guide. This was a concious choice so that each canvas could be coloured and filled in its own unique pattern.

Each Pharrell Canvas was hand-made traditionally and then traced online. Each cell was mapped like in a coloring book, to register filled colors. The process took 7 days for creation and 14 days for coding and testing.

We even invited Visual Artist influencers and fans to design original artworks as a tribute to Pharrell. The winning entries were put on display in adidas stores.

The campaign culminated with Pharrell coming down to Mumbai for the launch, being welcomed with the fan-created artworks and celebrating Holi with Indian celebrities Ranveer Singh, Anusha

9.7 mins average time spent on the microsite

Over 300 unique tributes submitted

Approx. 3000 minutes spent on the microsite

Pharrell was received in India, with these artworks