Business Challenge:
The adidas Originals brand in the Middle East does not share the same historic, nostalgic and effortlessly cool relationship as it does with the Western consumer. A cultural disconnect was identified between the brand and target customer.
Campaign Overview:
Through our creative platform ‘Under the Hood’, we lifted the lid on street culture across Middle East neighborhoods, using the cultural trends of vehicles and music as a platform for storytelling around the launch of the new Nite Jogger sneaker and the ‘It’s Never Too Late’ ATL tagline.
Focusing on the key hype features of the sneaker, being reflective and coming alive at night, we designed a fully integrated marketing campaign. Starting with cryptic invites activated by light, and reflective OOH billboards which activated at sunset – through to the first secret underground rave in the UAE – bringing together global artists, local talent and cultural influencers to amplify the message.
My Role: Creative Strategist and Producer (Dubai)
My role covered both strategic planning - finding the insights and developing the creative platform and content plan to bring the campaign to life. My role extended to leading experiential project management across Dubai and Saudi Arabia activations; working closely with agencies across the marketing mix to implement an integrated 360 campaign rollout.