adidas AG. Originals: The Original Games

Present the adidas Originals collection for the Olympic Games 2008 in the style of a virtual athletic meet. Communicate the idea of the collection in an offbeat tone.

The “Original Games” offline campaign expresses the Olympic idea. Young people can join in and compete against each other in various Olympic disciplines. The sports events meet the demands of the target group. For example, high-diving is turned into a cannonball competition in a swimming pool. With the brand values authenticity, originality, creativity and self-fulfilment, the site carries the competitive ideals of the Olympics. Viral games in a nostalgic pixelated style let users hold their own “Original Games”. They are encourages to invite and challenge their friends via e-mail. And the collection is embedded in the games. With the help of a style generator, users combine highlighted products and find the fitting “Game-Style”. And that means extra points for hi scores.

Besides the website, the campaign also comprises print ads, PR, POS and a brand film included in the microsite. All of the measures link to the adidas.com/originals URL. The mechanics of the games encourage users to come again. The competitive nature ensures widespread distribution throughout the target group.