ADIDAS ORIGINALS - YOUR FUTURE IS NOT MINE
To launch the NMD, a new silhouette from adidas Originals, we needed to add a new dimension to the most nostalgic brand—the future. But the media paints a dystopian future.
To fight that notion we created a defiant anthem: “Your Future is Not Mine”. As the soundtrack to our launch film, the song heralded our message to the world. Viewers became hungry for a full-length version, so when Grammy-winning producer of the Weeknd, Illangelo, released the single it drove our campaign across multiple platforms, from events to outdoor.
Then the iconic new NMDs dropped. Within hours 400,000 pairs sold out, setting a new company record.
Originals created a track that leads the brand, and a generation, into the future. Their own future.
AWARDS
2017 Cannes Lions - Bronze in Creative Effectiveness
2016 Cannes Lions - Gold in Film Craft
2016 Cannes Lions - Gold in Branded Entertainment
2016 Cannes Lions - Bronze in Music / Brand Partnership
2016 Cannes Lions - Bronze in Design
2016 LIA Awards - Silver in Film
2016 LIA Awards - Silver in Original Music
2016 AICP Awards - Winner of Agency Art Direction
2016 AICP Awards - Winner of Original Score
2016 AICE Awards - Winner for Best Picture
2016 Shots Awards - Silver
2016 WPP'd Cream - Silver
2017 One Show - Silver for Original Music
2017 One Show - Shortlist in Film
2017 One Show - Silver for Original Music
2017 One Show - Shortlist for Direction
2017 D&AD - Wood Pencil for Original Music
