Launched yesterday 3 September 2012, adidas has created a campaign calling on South Africans to represent the brand with originality, creativity and passion through loading videos, images, audio and mantras as a crew (two or more people) to its campaign website. Uploading must be completed by 7 October 2012. (video)
DJ Switch and George Avakian
Globally, a TVC and various retail point of sale elements, feature fashion's wild child Jeremy Scott, Nicki Minaj, hip-hop artist Big Sean, Korean pop artist 2NE1 and NBA player, Derrick Rose.
On the home front, adidas Originals South Africa has developed a series of four locally produced videos, behind the scenes footage and images featuring local celebrities DJ Switch, beat boxer George Avakian, the adidas skateboarding team, B-boys (break-dancers) Vouks, The Curse and video game reviewer, Pippa Tshabalala.
Each video remains true to the ethos of the campaign - to represent originality, creativity and passion - whilst also highlighting a cross-section of local celebrities from different genres and sub-cultures.
From 8-28 October 2012, voting starts with the most popular crew winning R6000 worth of adidas Originals gear per crewmember and the opportunity to be showcased on a local platform, tailor-made to the crew's particular expertise.
The 360° #represent brand campaign will come to life further through locally and globally produced television, digital and retail elements and locally driven activations, such as the brand's Live Performances in both Cape Town and Johannesburg.
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