We're excited, as the day has finally come. Tomorrow Adidas will launch a massive global campaign to support their new All Adidas messaging.

 

Lunch has been working with Sid Lee in Montreal for the past 4 months to collaborate on the creation of the online experience along with Jason Zada, Domani Studios and Tool.

 

We're thrilled for Sid Lee, and Adidas.

 

Excerpt from Marketing Magazine 

"Adidas is set to launch a massive global advertising campaign created by Montreal agency Sid Lee.

 

Adidas Canada president Steve Ralph described the “All Adidas” campaign—which will debut in more than 100 countries on Wednesday—as a “one-brand anthem” that will promote each of the athletic apparel company’s three product lines: Performance, Originals and Style.

 

“What this campaign does is fuse those three sub-brands together,” said Ralph. “Our research tells us that the 12- to 24-year-old [target audience] lives a life that is incredibly diverse; they’re into gaming, music, fashion and sports. Now is the perfect time to talk to that consumer about our brand being the most diverse brand in the business.”

 

Ralph said the campaign objective is to create a stronger emotional connection between Adidas and its core target. According to Ralph, research shows that the company is “falling behind” its chief competitor [Nike] when it comes to creating emotion around its brand.

 

The campaign creative will address what Ralph describes as the moment when top-flight performers—whether athletes or pop singers—get their “game face” on. While Adidas is keeping the creative under tight wraps until Wednesday, Ralph described it as “powerful,” “diverse” and “unexpected from Adidas.”

 

As with previous executions, the campaign will feature what Ralph described as a “who’s who” of popular culture—including athletes such as soccer stars David Beckham and Lionel Messi, NBA star Derrick Rose and pop singer Katy Perry.

 

Adidas’ YouTube channel is currently showing a series of five-second teaser spots comprised of a series of quick-cut images. The official two-minute anthem spot will appear online, while 30- and 60-second spots have been cut for TV and cinema. The spot will feature the song “Civilization” by French electro band Justice"