When adidas first introduced the Ozweego back in the 1990s, it was a time of unbound discovery. More than 30 years later and the world has once again entered into a new era of fearless creative exploration. A line-up with a shoe for everyone, whether it's the brand new Oznova, the Ozelia, or the Ozweego, each silhouette is a platform for style experimentation and a rallying call for the pursuit of self-expression under the umbrella of the Ozworld platform.

The objective was to invite tech savy- and sneakerheads of 15-35y to #EnterOzworld, a unique space for self-expression that is accessible and affordable for all.

Users could create their unique Ozworld digital avatar featuring 5 heads, 5 torsos, 5 legs, 3 shoes, 60 colors, 20 patterns & materials and Ozworld’s new sneakers resulting in a whopping 8 billion possible combinations.

Target audience: Streetwear buyers 15-35

The experience and strategy revolved around creating a virtuous viral circle featuring the following elements:

- Creating an avatar unlocks a plethora of experiences and draws to win prizes. To participate in the competition, users had to gather votes using our 1-click sharing experiences for Instagram, Twitter, Facebook & TikTok that included instantly available animated video of the users’ unique avatars.

- We chose 8 key influencers linked to fashion, tech and gaming. They created their avatars and their avatars were used to promote the Ozworld platform

- The avatars of the influencers and others ran as a paid promotion social and DOOH campaign

The innovative use of technology resides in the fact that we created a bridge that closed the gap between the virtual metaverse worlds with physical digital outdoor in real time. This cutting edge technologic edge experiences drove cultural relevance.

This is a first campaign where the Metaverse was brought to physical Outdoor media. The experience was a great success with more than 5.2m impressions reaching over 3.6m contacts through DOOH and 1.2m uniques across Social Media. Social Media content generated an incredibly high 5.7% engagement rate. And lastly ... Our high-impact and smooth digital experience drove 6.8% conversion rate from visits to avatar creation and in the course of our campaign the avatars gathering more than 50k unique votes.