ADIDAS ORIGINALS - ORIGINAL IS NEVER FINISHED


The most overdone track, done again.
 

So many people believe that to create something “original,” it can’t have been done before.

For the brand that constantly reinvents its past to create its future, we completely upended that idea by taking the most overdone track of all time, Frank Sinatra’s “My Way” — and doing it again.

The result is an original anthem that seeks to free creators from the conventional definition of “original.” Created in collaboration with some of the most subversive musicians of our time — such as Dev Hynes, Stormzy, Mabel, and Dej Loaf — “My Way” becomes more than a song, but a message that proves it’s never been just about where you take an idea from, but where you take it to.

Joining this anthem, an original film that didn’t try to be original. A visceral collection of visual demonstrations of invention and reinvention, irrespective of the original’s medium or the time in which it became ingrained in our collective memory.

From Botticelli’s “Birth of Venus” to Snoop Dogg’s “Doggystyle” album cover, nothing was sacred. Through glitches and VHS interference, inspiration gave way to a modern recreation. Constant evolution in motion. (Due to legal restrictions, some of the more obscure scenarios will be left for you to figure out.)

The sound design, too, was reappropriated from what came before, further reinforcing, even on the most subliminal levels, that Original Is Never Finished.

AWARDS

2017 Cannes Lions - Grand Prix - Music Entertainment
2017 Cannes Lions - Entertainment Bronze - Talent Integration
2017 Cannes Lions - Film Craft Bronze - Art Direction / Production Design
2017 Cannes Lions - Film Craft Bronze - Adapted Music
2017 Cannes Lions - Film Shortlist
2017 Cannes Lions - Film Craft Shortlist - Editing
2017 Cannes Lions - Film Craft Shortlist - Cinematography
2017 Cannes Lions - Film Craft Shortlist - Direction
2017 Cannes Lions - Cyber Shortlist
2017 Clios - Gold in Use of Music
2017 Clios - Gold in Branded Entertainment
2017 Clios - Silver in Audio Technique
2017 Clios - Silver in Adapted Music
2017 Clios - Bronze in Audio
2017 Clios - Bronze in Social Media
2017 Clios - Bronze in Direction
2017 Clios - Shortlist in Film
2017 AMP - Best in Show
2017 AICE - Best Digital Content
2017 AICP - Shotlist in Visual Style
2017 AICP - Shotlist in Editorial
2017 AICP - Shortlist in Sound Design
2017 AICP - Shortlist in Licensed Soundtrack
2017 AICP - Shortlist in Advertising Excellence

EXAMPLES OF SCENE INSPIRATIONS WE CAN LEGALLY DIVULGE

BRINGING OUR VISION TO LIFE ON MUSIC'S BIGGEST NIGHT

On Grammys night, our message didn’t just hit the big screens of countless homes across the country — it owned the second screen. Music icons Snoop Dogg, MadeinTYO, and Desiigner took our track, and made it their own, launching three new tracks and music videos online. With new footage and new angles, the story became deeper, and the message, even clearer.

Watch the Music Videos below:

SOCIAL

To further bolster the conversation, we took to social, creating Snapchat filters, a hack of Instagram Live, and stories that appeared on both the brand’s channels and the featured influencers’ own channels. The barrage of our message yielded over 500 bespoke piece of content, making our point, then making it again.

RESULTS

 

ADIDAS ORIGINALS WAS THE MOST TALKED ABOUT BRAND ON GRAMMYS WEEKEND.

47+ million views on YouTube and Twitter.

385,440 hours of airplay on the anthem alone.

+45% global sales growth for adidas lifestyle.