My colleagues make fun of me for displaying an unhealthy passion for outdoor advertising. I guess this has to do with the fact that I have always been a guerrilla marketer at heart…but one with a robust budget to work with (does that still make me a guerrilla?).
I am enthralled by street media, street art and street culture. Why not? That’s where we live…at least us urban dwellers, who have haunted the sidewalks of NYC, LA, London, Paris, Rio, Buenos Aires, Tokyo, Culcutta…you get the picture.
These are the places where trends are born, where creativity is rewarded with untold riches, where “the next big thing” is happening at the clubs, in the basements and in the streets.
So, this is all a long-winded introduction to this campaign from Adidas for its new Adicolor line of shoes.
The entire platform to the line is personalization and the use of a vibrant palette of colors. So what better way to activate such a platform than with graffiti – personalization, creativity and color all in one gorgeous package of guerrilla street art and culture.
But it’s not just enough to co-opt graffiti culture, like Sony did for a recent launch of the P2P player…and failed miserably. Adidas took it to an experiential level.
Even the Wooster Collective is impressed:
Of all the recent street campaigns we’ve seen lately, this is our favorite one by far. It’s extremely clever, but most importantly it fits the brand perfectly. It takes advantage of the street to the fullest. And most of all, it turns the tables in an absolutely brilliant way that is extremely impressive.
First, Adidas put up a series of mostly white flyerposters – branded with the Adidas logo – that subtly encouraged people to tag the billboard and basically fuck it up.
But then, days later, they came back to those same ads and placed another poster over it. The new poster features the Adidas Adicolor shoe, now with the original tags from the previous poster incorporated into the show design.
This is experiential marketing in the outdoor realm. Kudos to the team in Germany who came up with this. I can’t wait to see something like this in North America, where modern street art was born.
Hopefully, this campaign will show that merely co-opting a trend is never enough. One must embrace it, and then encourage others to engage in it.
Pretty cool, eh?