Topic Progress:

In 2018 the golden global Effie for Retail went to adidas Originals honoring the Original is Never Finished campaign.  The Effie jury stated:

‘To build on two record-breaking years in the face of growing competition and complex market dynamics, adidas Originals had to break from its reliance on individual products like Superstar and NMD, and elevate the entire brand.  With the word ‘Original’ in its very name, the brand made a powerful statement about originality on behalf of today’s streetwear influencers. The campaign served as a powerful demonstration of reinvention that unified key markets, took over the conversation in streetwear, and sold more shoes than any in the history of Originals.’

Watch the first ad in a series of many (source: ‘Exile Edit’ on Vimeo):

 

 

Creativity is abling this campaign to transcend itself, gaining a lot of attention during other industry’s annual summits (i.e. Grammy Award) and in the news media. This created an additional sales peak for Adidas, please watch the case study here (source: Mathew Edwards – creative director for this campaign – on Vimeo):