Produce social media assets targeted at a European Millennial audience - while sticking to the Adidas brand guidelines.
CLIENT
Adidas
LOCATION
London, England
PROJECT
Social Media Content for Adidas - EU
ROLE
Art Director: Christine Taylor
The Brief
Gary Aspden, brand and marketing consultant for Adidas, asked us to create either:
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Film duration: 14 seconds maximum
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A set of 6 - 8 images showing iconic and strong aesthetics linked to the Adidas brand and lifestyle.
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You will have to use the Adidas Originals shoe model 'Samba'
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You are required to show your unique take on the Adidas aesthetic
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Show your inspiration and research as well as the final images and film
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You are completely free to use as many, or as few, models as you want
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To be used for social media marketing in France, Germany and the UK
Insights
• European Millennials’ expectations are higher than ever
• Millennials in France, Germany and the UK are abandoning Facebook for mobile-first social platforms
• Snapchat’s UK user base will reach 14.0 million in 2017, that's one-third of all smartphone users
• Instagram will be at 16.7 million users+ this year (2018)
• Snapshat and Instagram are fun, visual and much more intimate than the more established broadcast-style networks like Facebook and Twitter—attributes that appeal to smartphone-savvy Millennials
Solution
Keep a lean team, thus replicating a more honest and realistic tone in visuals. Make the music drive the story, and the film represent the mood of youth with a purpose. Shoot with natural light, and streetwear paired to tell a visual brand story of lo-fi cool, and maintain a, 'could be anywhere look, on anyone vibe'.
Here's What I Did
I took an intimate approach to the visual branding and stripped production down to the necessities.
The Culture Behind the Commerce
Individually tailored communications and rewards are a promising area for advertisers. I created a personal visual experience portraying the everyday paired with branded product in a lifestyle setting for an authentic marketing campaign that felt effortless.
Adidas is a brand built for the customer, rather than the retailer. Using the individual story through digital channels is a successful path to longterm brand loyalty using modern marketing.
