Bronze Spike
Product / ServiceADIDAS SHOE
CategoryB03. Use of Broadcast
Idea Creation TAPROOT DENTSU Mumbai, INDIA

The Campaign

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.

Creative Execution

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

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

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)

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

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.


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