adidas Originals has launched its new 2013 global campaign, Unite All Originals.
In the centre of the launch is the adidas collider, hosted at http://www.adidas.com/unite, an online application letting people dive into a world of original content, where international artists from various disciplines collide to create something truly unexpected and unique. In addition to that, the debut of Unite All Originals is going along with a 90-second hero film, created in collaboration with DJ/producer A-Trak and director & visual artist SoMe.
“The adidas collider is the perfect execution to bring Unite All Originals to life,” comments Hermann Deininger, CMO of the adidas brand. “It is an innovative way of navigating content across the web, showcasing many different types of originality; from music producers to designers and digital artists to sculptors. The adidas collider is the next step in how we will approach our consumer digitally bringing him or her to the forefront of culture and showcasing how adidas Originals brings people together to create new forms of originality.”
The centrepiece of the campaign, directed and visually treated by French director SoMe, shows DJ/producer A-Trak reworking his single 'Landline' with ambient sounds from the footage to create an exclusive, unique new song.
