Wednesday, August 1, 2012
adidas Originals Challenge
Nicki Minaj joins Big Sean, K-Pop's 2NE1, Derrick Rose and the amazing Jeremy Scott for a promo that travels from New York to Tokyo, Paris, Chicago and Rio, challenging viewers to be involved in a adidas-inspired crew initiative. The brand is looking for crews around the world to film themselves and upload it, where viewers will vote on what they consider to be the most original content.
“This generation is always looking for a chance to go all in to their own beat; an opportunity to show the world their passions and their talents. This campaign builds on the desire for self-expression, and we are enabling our consumers to share with us and the world their creativity, and what originality means to them,” said Hermann Deininger, CMO of the adidas brand.
The campaign will be activated worldwide through local events challenging consumers to go all in and represent their crews and passions - whether rapping, singing, skating, BMX'ing, art, general fooling about etc., etc.
More details over here.