The Campaign

We launched the adidas’s first “Celebrity Check-in Lab", in order to find a new take on the original spirit through rethinking future. On 29th Jan 2016, we invited more than 50 internet celebrities with orignial styles, including fashion bloggers, musicians and street artists to join the event. They simultaneously posted real time check-in videos, photos and updates to their social media. Within a few hours, the event attracted massive attention, leading to thousands of shares, and excited discussions on our custom built social platform. As momentum built up, with everyone asking, “where this Lab was?”, we let our internet celebrities reveal the truth at the same time. "All of these videos are fictional, none of them actually exists.” - Xiaobai, stylist (followers: 723k) “All of these futuristic experiences are fabricated in a 300 meter sq. green screen studio.” - Candy, fashion blogger (followers: 340k) “It took a lot my imagination to fabricate this unprecedented

Creative Execution

This campaign invites more than 50 internet celebrities, including fashion bloggers, musician and street artist, to shoot the tubular lab video. The production house have constructed more than 300 meter square shooting scene, including blue-blood cocktail party scene, wormhole scene, VR and etc. Through the experience of the internet celebrities and weibo platform, the campaign interprets the meaning of the future in a brand-new way.

Describe the success of the promotion with both client and consumer including some quantifiable results

Through the experience of internet celebrities, the campaign interprets our future in an unexpected way. We made the consumers realize: your actions should not be determined by the people you follow. Your future should be decided by yourself. And the only thing you should “copy” is the original spirit.

Explain why the method of promotion was most relevant to the product or service

The work is relevant because we utilized the brand's most important asset - internet celebrities and KOLs with the most original fashion styles to generate instant interactions, intense discussion and deep engagement with their followers, aka street fashion lovers and brand loyalists, and also via their popular social platforms. Eventually, we are able to deepen the brand key spirit to their heart.

STREET FASHION LOVERS:“ Will I still look cool in the future?” They always seek something new. They fear of being “out-dated” and keep chasing the latest happenings in the world. They are restless and rebellious. They always question the past. However, are they brave enough to imagine the future?