Token Into Culture

Disclaimer: No direct affiliation to Adidas

Brief

Create a window activation highlighting the lifestyle around two iconic  products with basketball DNA – The Forum and The Superstar. 

OUR CAMPAIGN IS A BRIDGE, AN INVITATION.

USING THE SUPERSTAR AND FORUM AS A LITERAL

AND METAPHORICAL TOKEN INTO CULTURE 

WE WANTED TO HIGHLIGHT THE CONCEPT OF CLOTHING AS A PIECE OF IDENTITY. THAT BUYING POWER EXTENDS PAST THE PHYSICAL GARMENT OR SHOE… THE ACCESS FACTOR - BEING PART OF A CULTURE + COMMUNITY



The largest target market for Adidas demographics is aged between 20 and 29, during the stage of life when fitness and sports are typically a high priority.


The Adidas strategy has recently become focused on the new generation of up-and-coming sports enthusiasts, strengthening its targeting of the 14 to 19 year-old segment.  However, 46% of AVID NBA fans are ages 35-65+

Window Installations 

MAIN OPTION

3D BUILD OF HANDS, TOKEN AND TIME MACHINE

FIRST PERSON PERSPECTIVE: PHYSICAL AND DIGITAL JUXTAPOSITION

SECOND OPTION

BUDGET CONSCIOUS ALTERNATIVE - 2D CARDBOARD OR PLEXI CUTOUTS 

THIRD OPTION

BUDGET CONSCIOUS ALTERNATIVE - GRAPHIC BACKDROP, PHYSICAL SHOES

We want to present this token as a tangible item, that allows customers to partake in a range of interactive experiences in store, externally and digitally.

Then customers will access tokens from within the store which will help unlock additional interactive experiences. 

THERE WOULD BE AN INNOVATIVE VERSION OF A PREMIUM EMAIL INVITE, TAPPING INTO ADIDAS’ EXISTING CALENDAR  SERVING AS A PREMIUM MAILING LIST, GIVING USERS ACCESS TO THIS CAMPAIGN AND ALLOWING THEM THE OPPORTUNITY TO ENJOY THESE INTERACTIONS.

In-Store Interactions

VENDING MACHINE

CLAW MACHINE

BASKETBALL ARCADE

GUM BALL MACHINE

HERE WE HAVE THE SHOEBOX TIME MACHINE INTERACTION, WITH THIS IDEA USERS WOULD HAVE A OPPORTUNITY WITH THIS JUXTAPOSED VERSION OF THE BOX TO TAKE PICTURES AND PROMOTE THE CAMPAIGN ONLINE.   ENGAGE WITH THIS ASPECT OF TRAVELLING THROUGH TIME


TO SCALE THAT UP, THE SET UP COULD HAVE AN IMMERSIVE SCREEN INTERACTION SHOWCASING THE HIGHLIGHTED BASKETBALL MOMENTS OR A VR INTERACTION

VIP & PR Package

 THE EXPERIENCE BEHIND THE PACKAGING WOULD CENTRE THE COIN AND SHOE BOX. THE PACKAGE WOULD BE APPROACHED BY INSERTING A COIN INTO THE SLOT, UNLOCKING A TRIGGER MECHANISM AND REVEALING THE SHOES INSIDE. 


THIS VIP PR PACKAGE AND COIN WOULD DOUBLE AS AN INVITATION FOR SELECT HIGH PROFILE CLIENTS AND INFLUENCERS - IT WOULD GRANT EXCLUSIVE ACCESS TO EVENTS WHILE ALSO PROMOTING THE CAMPAIGN AND BRAND

NFT SHOE COLLECTION 

WITH THE COIN BEING OUR AUDIENCES TOKEN TO ADIDAS CULTURE AS A WHOLE, ALONG WITH THE PURCHASE OF THE FORUM OR SUPERSTAR, YOU GET THIS DIGITAL NFT PROVIDING EXCLUSIVE ENTRY INTO BASKETBALL EVENTS BY ADIDAS AROUND CANADA, AS WELL AS RANDOMIZED FACTS SITUATED AROUND BOTH SHOE DESIGNS CODED INTO THE SHARED COINS.

Using Format