To free creators from the conventional definition of “original” which had long inhibited them, our campaign became an ode to what came before. We started with the world’s most overdone track, Frank Sinatra’s “My Way” — and then pushed it so far, it became our own. Created in partnership with a new generation of musicians and influencers, the result is a powerful message, one that always returns to our philosophy: “I did it my way.”

The reimagined track inspires our visual language, a reinvention of iconic moments in art, pop-culture, and our collective memory. From Botticelli’s Birth of Venus to Snoop Dogg’s iconic Doggystyle album cover— nothing was sacred. Then the idea was pushed even further on Grammys night, as music icons Snoop Dogg, MadeinTYO, and Desiigner launched their own remixes and music videos.

Implementation

“Original Is Never Finished” was a multi-channel effort, each execution, carefully plotted around consumer behavior and culturally relevant moments of the year.

Timeline

Kicking off the season, the film was launched in January. Social media takeover commenced featuring content from the film. In February, the brand spot made its first broadcast debut during the Grammy’s. At the same time, three music videos hit the web, remixed by Snoop Dogg, MadeinTYO, and Desiigner. Each track pushed until it was new again. On social, BTS scenes hit Instagram and Facebook Live.

CH 2 of the brand film launched around Women’s Month, carrying forward the “Never Finished” motif. The scenes

and vocals feature an all-female cast. The campaign then begun appearing in cinema.

Placement

Broadcast, online, Instagram, Facebook, Twitter, cinema — all across 149 countries.

Scale

The campaign is currently dominating in 149 countries — a number that is continuing to grow.

Reach

The campaign reached 149 countries across the globe, and is continuing to expand worldwide.

Engagement

On Grammy’s night, adidas Originals was the most talked-about brand on social media. +19 million views in the first two months, over +24 million views to date.

Impact

The most talked about brand during Grammys weekend. 47+ million views on YouTube and Twitter. 385,440 hours of airplay on the anthem alone. +45% global sales growth for adidas lifestyle.