| Title | ORIGINALS GORILLA ATTACK |
| Brand | ADIDAS |
| Product / Service | ORIGINALS |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | WWWINS ISOBAR Shanghai, CHINA |
| Entrant Company: | WWWINS ISOBAR Shanghai, CHINA |
| Advertising Agency: | WWWINS ISOBAR Shanghai, CHINA |
| Media Agency: | CARAT CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Rohan Lightfoot | Wwwins Isobar | Apac Integrated Business Director |
| Ben Milne | Posterscope | Managing Director |
| Jason Chang | Hyperspace | Convergence/Innovations Manager |
| Cherry Tang | Wwwins Isobar | Media Practice Leader |
| Frola Huang | Wwwins Isobar | Associate Media Director |
| Gordan Yap | Carat | Planning Director |
While only 500 people could get to the event, 4,599 got grabbed in store and shared their photos. These were in turn re-tweeted by 44,566 people. The story was picked up by trend hunters and 207,794 people was coverage of the campaign online. Our total social reach was 800,378 people. Over 80,000 people watched our product video online and 24,658 new fans starting following Originals across Sina Weibo, Renren and Douban, beating our target by 77%. All powered by an irresistible idea made for social sharing.
It was important that our content was credible as well as fun. We took artists, designers and bands from Beijing, Shanghai, Guangzhou and Chengdu onto the streets. We filmed them getting grabbed by giant gorilla hands as a call to action for consumers. We then shared this content across social media to let consumers know that they could join the party or win Jeremy Scott gorilla shoes if they also got grabbed. For consumers to take part they had to visit and Originals store. Get grabbed by the giant gorilla hand in store and then share the photos online. On the night of the event we built a 50 foot gorilla installation on the rooftop on the party venue on the Bund in Shanghai (we called him Jason) and a mini version inside (Jason jr) to provide more photo opportunities for sharing.
Jeremy Scott, the super-cool designer from the US, came to Shanghai to meet up with local pop star Eason Chan. We wanted to use the adidas Originals party celebrating the event to help build wider love for Originals, after all, only 500 people could attend the event. Our audience was the coolest of the cool in China. Super socially networked and totally digitally connected. We took our inspiration from Jeremy Scott’s outrageous gorilla shoes, which featured a cartoon gorilla as part of the upper of the shoe. Our idea was to create content for social sharing that that looked like people were getting grabbed by a giant gorilla. Sharing the content would allow people to have the chance to join the party.