The past meets the present in our campaign for adidas Originals ‘Blue’ SS’13.
‘Blue’ is an older sibling of adidas Originals, with more subtle branding and a tailored approach. Adidas UK commissioned us to help them “show some love” to their top-end retail accounts by creating a range of premium, out of the ordinary tools to communicate the story of the ‘Blue’ collection to the 18-34 year old, style-conscious consumer.
1980’s sports graphics influenced the fabrics of the collection – references including neo-geo ‘Mutombo’ patterns and ‘Flame Camo’ inspired by the 1980s Man Utd football team away strip.
We created a bold, in-store environment with digital wallpaper patterns bringing the customer one step closer to the collection.
Our response was with a deliberate nod to the current love of all things analogue in creating a theme around transparency slides – a familiar and much loved object, which lends some warmth and a hint of nostalgia to the digital images.
Custom made, super-sized transparency slides (printed on transparent PVC and framed within curved corner cardboard mounts) create strong frames to the photography and graphics of the textured patterns from the collection. We created 38” versions of these for installation into store window displays, allowing light through them – just like authentic transparencies.
We also created 1000 white and blue ‘View Masters’, which feature custom-made reels of 3D images of the collection, complete with slide tags, as give-aways to key customers.
The accompanying print & digital advertising campaign feature more graphic representations of the transparency theme, creating a strong, simple dynamic, which stand apart from the visual clutter of many fashion adverts.
Form did a fantastic job