Title | ADIDAS ODDS |
Brand | ADIDAS |
Product / Service | ADIDAS SHOE |
Category | B03. Use of Broadcast |
Entrant | TAPROOT DENTSU Mumbai, INDIA |
Idea Creation | TAPROOT DENTSU Mumbai, INDIA |
PR | TAPROOT DENTSU Mumbai, INDIA |
Production | TAPROOT DENTSU Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Santosh Padhi | Taproot Dentsu | Chief Creative Officer |
Agnello Dias | Taproot Dentsu | Chief Creative Officer |
Piyush Gupta | Taproot Dentsu | Creative Director |
Apoorva Jain | Taproot Dentsu | Copy Writer |
Umesh Shrikhande | Taproot Dentsu | CEO |
Ayesha Ghosh | Taproot Dentsu | Business Head |
Gargi Raju | Taproot Dentsu | Brand Partner |
Veneet Raj Bagga | Onion Films | Director |
Tassaduq Hussain | Freelancer | DOP |
Anju Vaswani | Nomad Films | Producer |
Manju Moses | Nomad Films | Producer |
We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from.
We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from. So instead of giving them one side of the shoe that’s useless, the unique shoe box had another side of the shoe they really need. Odds could’ve also been a pack of 1 shoe priced at 50% less but the idea was to give them one more and not remind them that they have one less. TV/ Digital/ Activation/ Radio/ Print/ outdoor was used to promote the campaign
With minimal budgets in hand, the campaign had to launch with a concentrated effort across media touch points over a short span of time to stimulate the PR machine. The #evenouttheodds message was seeded across digital platforms, TV, radio, outdoor and on-ground elements but the real impact came when the press, the sports community, the marketing industry and the public at large made it their own and carried the message forward across news channels, social media and creative portals. (More than 150 media channels across the globe carried the news)
A never done before simple product idea to celebrate the spirit of para-athletes, The initiative emerged from a simple insightful idea of giving para-athletes, (primarily blade runners), a pair of the same side footwear they need, rather than the generic pair that is sold to consumers. It is an ode to all athletes in the world who choose to run against the odds.
Adidas is a brand for and by athletes with a simple yet powerful philosophy of "No athlete left behind". It seemed well placed to contribute to this new reality ‘Adidas Odds’ simply looked at leveling the playing field. But beyond that, it was about giving all sportspeople the respect and opportunity they deserve purely because of their love for what they did. Without discrimination.