Title | ADIDAS ODDS |
Brand | ADIDAS |
Product / Service | ADIDAS SHOE |
Category | E05. Other Packaging |
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 |
Shraddha Jagtap | Taproot Dentsu | Art Director |
Shivam Ingle | Taproot Dentsu | Art Director |
Umesh Shrikhande | Taproot Dentsu | CEO |
Ayesha Ghosh | Taproot Dentsu | Business Head |
Gargi Raju | Taproot Dentsu | Brand Partner |
Purushottam Joshi | Taproot Dentsu | Production Head |
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
Odds became the most talked about campaign during the Paralympic People started participating in the discussion about the need to even out the odds. Besides bloggers, digital communities and media, even sports stars and celebrities took part in the conversation. With over 5 million views in a week. 1.5 millions likes. Generating PR worth 9.5 million dollars for free. Creating over 27 million media impressions globally. Website saw a 24% jump, Adidas plans to globally introduce odds as a variant for all their products.
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.