ADIDAS - ORIGINAL IS NEVER FINISHED

WHEN SOMETHING IS PUSHED FAR ENOUGH, IT BECOMES ORIGINAL AGAIN.  THE BRAND THAT HAS RE-INTERPRETED ITS OWN CLASSICS -- FROM THE SUPERSTAR, STAN SMITH, EQT AND THE NMD -- TO BECOME THE WORLD'S MOST SUCCESSFUL SNEAKER BRAND, IS NOW INSPIRING CREATIVE PEOPLE THE WORLD OVER TO RELEASE THE SHACKLES AND DO THE SAME. 

In our third year of the strikethrough campaign adidas Originals takes on a topic very close to its heart—originality. The “Original is Never Finished” spot, which features a multi-generational cast of some of the world’s biggest names, including Frank Sinatra, Dev Hynes, Snoop Dogg, Mark Gonzales and Kareem Abdul-Jabbar, is influenced by past creations to inspire creators the world over the feed off artists new and old. 

The launch film is itself a demonstration of the brand’s philosophy. With a radical re-interpretation of the much used track “My Way” popularized by Frank Sinatra, the film proves if you push something far enough it becomes original again.

2018 Effie - Global Gold

2018 Clio Sport - Grand Prix in Film
2018 Clio Sport - Gold in Audio
2018 Clio Sport - Silver in Branded Content
2018 One Show - Gold for use of Music
2018 One Show - Gold for Editing
2018 One Show - Merit for Film

2018 D&AD - Art Direction - Bronze
2018 D&AD - Branded Content - Silver
2018 D&AD - Production Design - Bronze
2018 D&AD - Film - Bronze

2017 Cannes Lions - Grand Prix - Music Entertainment
2017 Cannes Lions - Entertainment Bronze - Talent Integration
2017 Cannes Lions - Film Craft Bronze - Art Direction / Production Design
2017 Cannes Lions - Film Craft Bronze - Adapted Music
2017 Cannes Lions - Film Shortlist
2017 Cannes Lions - Film Craft Shortlist - Editing
2017 Cannes Lions - Film Craft Shortlist - Cinematography
2017 Cannes Lions - Film Craft Shortlist - Direction
2017 Cannes Lions - Cyber Shortlist

2017 Clios - Gold in Use of Music
2017 Clios - Gold in Branded Entertainment
2017 Clios - Silver in Audio Technique
2017 Clios - Silver in Adapted Music
2017 Clios - Bronze in Audio
2017 Clios - Bronze in Social Media
2017 Clios - Bronze in Direction
2017 Clios - Shortlist in Film

2017 AMP - Best in Show

2017 AICE - Best Digital Content
2017 AICP - Shotlist in Visual Style
2017 AICP - Shortlist in Editorial
2017 AICP - Shortlist in Sound Design
2017 AICP - Shortlist in Licensed Soundtrack
2017 AICP - Shortlist in Advertising Excellence

2017 Ciclope Festival Berlin - Silver in Direction
2017 Ciclope Festival Berlin - Gold in Production Design
2017 Ciclope Festival Berlin - Silver in Editing

But it doesn’t stop there. Through reinventions of symbolic icons of beauty and culture—from Botticelli’s Birth of Venus to Snoop Dogg’s iconic Doggystyle album cover—shows a new generation of artists and creators who feel burdened by the weight of everything that has been done before that an original is never finished.
 

We needed to own the Grammy's moment and be the most talked about brand.

We accomplished this by launching the Originals brand film during the live broadcast on CBS immediately following the most watched performance of the night, Beyonce. We then owned the second screen by launching two original music videos by Snoop Dogg, Desiigner and MadeinTYO via Twitter.

These efforts resulted in amazing success. On top of the 27.5mm viewers who saw the Original brand film on CBS, Grammy's day became the adidas brand's single biggest day on Twitter, ever. Driving 9.8mm brand film views and 71.9mm impressions.

On Grammy's day we went head on with some the world's biggest and best advertisers (Nike, Google, Target & Starbucks) and dominated the conversation. We can confidently say that we not only owned the moment, but were the most talked about brand on Grammy's day.

  1.  adidas Mentions: 81K
  2.  Target Mentions: 58K
  3.  Nike Mentions: 50K

In one video featuring, Snoop Dogg, the rapper and songwriter is captured recording the track within his studio. “I’ve been doing things my way from day one – A1 to Day 1 – and doing things my way is the only way,” says Snoop Dogg. “You need to be connected to the record and give it a second life, and extend the music from its original form.” The result is an original soundtrack remixed by the artist himself.

In another video, award nominee for Best Rap Performance, Desiigner, depicts a recreation of the famous painting, St. Sebastian by Sandro Botticelli, giving this iconic work of art new meaning for today’s generation. In another scene, adidas Originals’ repurposed their very own NMD product into masks and MadeinTYO joins a company of masked dancers to perform his original remix of “My Way”. This collaborative video featuring the two artists reinforces the notion that if you push something far enough, it becomes original again.